Sportradar expands long-running partnership with German Bundesliga – Gaming Intelligence
Sports data technology provider Sportradar has agreed an extension to its existing deal with Germany’s Bundesliga for an additional six years.
The new deal runs until the end of 2031/32 season and has been expanded in scope, providing Sportradar with enhanced official data rights and live match data for betting and media purposes, in addition to the current official betting and streaming rights for Bundesliga and Bundesliga 2 (outside the DACH region).
“The Bundesliga has long been regarded globally as a frontrunner when it comes to cutting edge innovation, and our long-term partnership with Sportradar continues to reflect this,” said Bundesliga International chief marketing officer Peer Naubert.
“From the start, we have been aligned in pushing the boundaries of technology for the benefit of the fan, and this early prolongation, which by the end will take us to more than 25 years of collaboration, is an outcome of the trust and excitement we share for the future.”
The current partnership was scheduled to conclude at the end of the 2025/26 season.
With this early renewal, Sportradar receives the rights to sublicence video content from Germany’s top two divisions to its global network of sportsbook clients, and collect and exclusively distribute live match data for betting purposes, collaborating with Bundesliga and its stakeholders on an aligned approach for media data (from the start of the 2025/26 season).
The company will also be able to provide betting and streaming rights for all matches in the WOW Virtual Bundesliga, the DFL’s esports offering, and expand the product and enhance the scope of Sportradar’s Virtual Sports Bundesliga interactive gaming experience.
The new deal also features expanded integrity services to combat match-fixing, with the inclusion of education and prevention services, in addition to the existing bet monitoring through Sportradar’s Universal Fraud Detection System.
“We are the ideal partner to work with the Bundesliga in widening and deepening their fan base through the development of new AV and data-driven products, using the latest technologies such as augmented streaming and AI,” said Sportradar senior vice president of rights and strategic projects Moritz Gloeckler.
“This agreement aligns with our broader strategy to selectively invest in long term rights across key global sports which enable the continued innovation and enhancement of our offerings for our clients. We look forward to many years of partnering with the Bundesliga to redefine the soccer fan experience.”
Shares in Sportradar Group AG (NASDAQ:SRAD) closed 0.71 per cent higher at $9.89 per share in New York Monday.
