Formula 1, the world’s most prestigious motor racing competition, has announced a ground-breaking sponsorship and data rights commercial partnership with Interregional Sports Group (ISG) to produce a F1 betting offering and give fans new ways to get closer to the sport they love.
In a first-of-its-kind partnership for the sport, Formula 1, ISG and Sportradar will work with data taken directly from the track on race weekends to bring F1 into line with other major global sports by enabling the development of all new in-play betting markets during Grands Prix – giving fans new ways to engage with the action.
The details of this multi-faceted deal will be formally announced to the betting industry at tomorrow’s Betting on Sports 2018 conference in London. Sean Bratches, Managing Director, Commercial Operations at Formula 1 is opening the conference with a session entitled “Driving onward with Formula 1” where he will be interviewed by sports journalist Faye Carruthers. He will also be answering questions at ISG’s stand in the exhibition space. Tickets for the event, which runs all week, are still available at www.sbcevents.com.
As part of the deal, ISG will have the right to sub-license Betting Partnership Rights to select betting brands around the world, subject to regulations, including:
- Regionalised branded on-screen graphics
- Physical and virtual trackside signage
- Digital integration across F1’s rapidly expanding digital and social platforms
F1 and the FIA will also benefit from the expertise of Sportradar Integrity Services, the world’s leading supplier of integrity solutions to sports federations, leagues, clubs and state authorities.
Sportradar, with its Fraud Detection System already partners with most of the world’s leading sports rights holders including FIFA, NBA, NHL, IIHF, ITF, World Rugby, ICC, UEFA, AFC and CONMEBOL to support them in the fight against betting-related match-fixing and corruption.
Bratches commented: “F1 is delighted to partner with ISG, which has demonstrated its impressive global capabilities through working with the likes of Serie A and La Liga.
“We are also hugely excited to work with ISG and Sportradar on making the most of the data which is generated at every Grand Prix. Sportradar are world leaders in data distribution and share our passion to make F1 a significant player in this field.
“Data and sponsorship partnerships like this are common practice across almost all premium sports and this is the latest step in our mission to make Formula 1 the world’s leading sports entertainment experience.
“This deal allows us to develop new and exciting ways for Formula 1 fans around the globe to engage with the world’s greatest racing spectacle, while ensuring integrity with best practice oversight from Sportradar.”
Tony Ragan, Joint Executive Chairman, ISG Group said: “We are industry leaders in helping rights holders segment global audiences through the use of regionalised virtual advertising. F1’s worldwide audience is a perfect fit for that approach. Across the ISG Group we enhance rights holder and brand relationships using our expertise in technology, unique content development and comprehensive activation programmes.
“We will be working with Sportradar to create products that will be both exciting and engaging for the global betting public helping them feel even more involved in what is one of the most thrilling sports in the world.”
David Lampitt, Managing Director Group Operations, Sportradar said: “Sportradar is the global leader in the area of sports data distribution and monetisation; as well as integrity services in the fight against betting-related fraud and sports corruption. Through this collaboration with Formula 1, we’re delighted that fans will receive an exciting and safe betting experience and we look forward to further developing the F1 fan experience.”
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