Emerging Tech, Data & Media

NFL makes sports betting play with Sportradar data deal

Swiss firm to distribute game data to bookmakers and supply overseas live video feeds.

by Sam Carp

The National Football League (NFL) has expanded its existing partnership with Swiss company Sportradar to include the distribution of live game data to sports betting operators.

The multi-year agreement gives Sportradar exclusive rights to distribute real-time, play-by-play data and Next Gen Stats (NGS) player tracking data to bookmakers in the US and internationally where placing wagers on live sports is legal and regulated.

The new deal will also allow Sportradar to supply live audiovisual NFL game feeds to sportsbooks outside of the US in select international markets.

In addition, the agreement will see the NFL utilise Sportradar’s integrity services to monitor betting across its pre-season, regular season and post-season games. The league’s franchises will also gain access to the company’s integrity education workshops and products.

“Sportradar has been an excellent partner the last four years and has provided the league, our teams, and media marketplace with innovative data products,” said Hans Schroeder, executive vice president and chief operating officer at NFL Media. “We look forward to working with Sportradar to deliver fast, accurate official league data that will innovate and improve experiences for our fans across platforms.”

Sportradar, which first partnered with North America’s preeminent football league in 2015, will also continue its role as the NFL’s exclusive distributor of live game statistics and NGS player tracking data to media outlets.

Sportradar chief executive Carsten Koerl described the deal as “one of the most important partnerships” in the company’s history, adding: “We are confident we will maximise our strong partnership with the NFL and deliver ground-breaking products across the gaming, fantasy and the media worlds.

“As the unequivocal global leader in sports data, we are ideally positioned to support the NFL in providing innovative products to enhance the way fans experience the game and help maintain the continued integrity of the NFL competition.”

The NFL has been more cautious in its approach to sports betting since the US Supreme Court voted in favour of legalising gambling on sport in May last year. The league signed its first ever sponsorship deal with a casino company in January, partnering with Caesars Entertainment in a tie-up worth a reported US$30 million per year.

Sportradar, meanwhile, now has the right to distribute data to bookmakers from three of the major US sports leagues. The company’s expanded agreement with the NFL adds to similar tie-ups with the National Basketball Association (NBA) and Major League Baseball (MLB).