Badminton Europe names Sportradar as official data partner

Credit: Federico Pestellini/Imago/PA Images

Badminton Europe (BEC) has signed a multi-year agreement with Sportradar that sees the firm become the official and exclusive data partner for the governing body.

The partnership, which applies to all BEC competitions, will increase Sportradar’s scope of work with the governing body and adds to the broadcast and betting partnership that has been in place since 2015.

Additionally, Sportradar will use its OTT platform to cover match action and editorial content, with coverage from the events due to be shown on Badmintoneurope.tv. The platform will also feature on demand match content from previous competition draws, webinars and podcasts.

Brian Agerbak, General Secretary at Badminton Europe, said: “The extended partnership with Sportradar to include an OTT platform, a new website and a Federation Data Toolkit will strengthen our digital footprint.

“It is an important strategic target for us to grow our digital followers and allow them access to our digital services through a single sign on process. Furthermore, growing our media exposure and increasing global visibility for our products are key components for us.

“We have been very satisfied with the cooperation with Sportradar in the previous years and we are excited to further develop our profile with such a strong partner by our side.”

Under the terms of the agreement, Sportradar will supply media platforms and betting operators around the world with data from more than 35 BEC tournaments each year, including the likes of the European Championships, European Men’s & Women’s Team Championships and the European Mixed Team Championship. In addition to elite circuit events such as the International Challenge and International Series will also have data supplied by the firm.

Lutz Tigges, Senior Director at Sportradar, added: “We value the success we’ve had working alongside Badminton Europe these past few years and the trustful partnership we’ve developed. Together we grew technical and commercial standards including the global reach of Badminton events.

“Now, we’re excited to be supporting them as they utilize our broad range of products and services to grow the profile of their sport around the world and work towards their long term commercial goals.”

Sportradar will also work alongside BEC to boost awareness of its tournaments across core markets including Asia and Europe, as well as in new and emerging territories.