SBC News Voice of the Sports Betting Industry
Sportradar has agreed a five-year extension to its partnership with Bundesliga International, a subsidiary of DFL Deutsche Fußball Liga, giving greater access to German football’s top leagues.
As the official provider of betting and streaming rights for the Bundesliga and Bundesliga 2 outside the US and DACH regions until the conclusion of the 2025-26 season, Sportradar will sublicence the rights for moving images from those competitions to its network of sportsbook operators.
The agreement further enables Sportradar to continue to collect and distribute live match data, providing its customers with access to a ‘fast, accurate and reliable’ feed.
Additionally, Sportradar will also provide bookmakers with a range of tools that will enhance fan interactions with Bundesliga content, including allowing sportsbook operators to provide their clients with video clips of Bundesliga matches through the Live Video Notification solution.
Finally, Sportradar has launched Virtual Sports Bundesliga, an AI-driven virtual sports gaming solution which integrates real match video highlights from 3,500 Bundesliga archive matches to create an ‘interactive’ gaming experience for fans.
Ed Blonk, Chief Commercial Officer, Sportradar, commented: “For the best part of two decades, Sportradar has enjoyed a successful partnership with Bundesliga International and the DFL, working closely together to deliver the highest quality products available in the market.
“These rights remain an important part of our portfolio and we’re excited to embark on the next phase of the relationship, using our market leading technologies developed specifically for the world of sport to help Bundesliga International develop new and exciting ways to engage fans around the world.”
With the sports technology company being the official provider of betting and streaming rights for the Bundesliga and Bundesliga 2 outside the US and DACH regions, the league looks to place a focus on providing fans with greater access to German football’s top-flights.
Robert Klein, Bundesliga International CEO, commented: “This is a long-term and trusted partnership, built up over many years and with a shared vision for excellence. We see this extension with Sportradar as a blend of working with established partners to create innovative opportunities and products.”
This deal extends a successful relationship that began more than 15 years ago, with a multi-year partnership that included international broadcast and betting rights.
