Sportradar has formed strategic partnerships with the New York Jets and Baltimore Ravens to support the National Football League (NFL) franchises’ efforts in maximising sponsor performance and unlocking new opportunities for partners.

The new agreements mark the first time major US professional sports teams have joined forces with a sports technology company to address the aforementioned marketing needs, according to Sportradar.

Through the deal, Sportradar will utilise ad:s – its full service, data-driven marketing solution – to help each team enhance and refine their sponsorship and affiliate marketing strategies for legal sports betting partners.

“This innovative relationship with Sportradar will allow the New York Jets to optimise the overall performance of our legal sports betting partners, both inside and outside of our ecosystem,” said Jeff Fernandez, New York Jets Vice President, Business Development and Ventures.

“The ability to engage, acquire, convert and retain customers in this super competitive and rapidly growing space is of the highest priority for operators. Sportradar’s proprietary technology and expertise in reaching sports bettors via predictive analytics will be extraordinarily valuable to Official LSB Sponsors of the Jets.” 

The collaborations will focus on delivering technology to creative assets and produce data-driven content to be featured in programmatic advertising campaigns, in the interest of ‘personalising the fan experience and deepening the degree of engagement’.

Mike Smith, Head of Advertising, US, Sportradar, added: “Sportradar is thrilled to be working with the Jets and the Ravens on this strategic initiative in the ever-evolving US market. 

“Legalised sports betting presents new and unique opportunities for teams, as well as betting operators, and the Jets and Ravens are taking a step in raising the value of their brands for their respective betting sponsors. Our end-to-end platform provides each team a number of levers they can pull to ensure they’re delivering a personalised experience based on their distinct fanbases, while maximising their marketing investment.”

Sportradar already maintains data deals with a number of global sporting bodies, teams and leagues, and also recently announced it would acquire US-based sports technology and analytics firm Synergy Sports.

The global provider of sports betting and sports entertainment products is the only data provider to hold official ‘keystone’ partnerships with the big four sports leagues – the National Football League (NFL), the National Basketball Association (NBA), the National Hockey League (NHL) and Major League Baseball (MLB).

“As we continue increasing our visibility in the world of sports betting and digital gaming, the Baltimore Ravens are honored to be among the first NFL teams to partner with an industry leader in Sportradar,” stated Ravens Chief Sales Officer, Kevin Rochlitz. “Through its unmatched sports data intelligence, Sportradar provides an efficient and robust outlet for our partners to better engage with and cater to fans in this rapidly evolving industry.”

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