Bundesliga & Sportradar aim for further innovation until 2032

credit: Shutterstock
credit: Shutterstock

The Bundesliga has announced a new multi-year extension to its long-standing partnership with Sportradar for an additional six years. 

The partnership will now last until 2032 with both parties focusing on collaboration bringing innovative sport data and audiovisual products to enhance the fan experience. 

The partnership extension sees Sportradar receive rights to sublicence video content from the Bundesliga and the 2. Bundesliga for its global network of sportsbook clients, to distribute live match data and collaborate with the top-flight league on an aligned approach for media data. 

Sportsradar will also provide betting and streaming rights for all matches for the Deutsche Fußball-Liga’s (DFL) esports offering, the Virtual Bundesliga, extending the scope of Sportradar’s Virtual Sports data capabilities. 

Furthermore, the partnership extension will see both parties unite to combat match-fixing with the inclusion of an education and prevention service. This will exist alongside Sportradar’s Universal Fraud Detection System which aims to stamp out fraud in the wider betting industry. 

Peer Naubert, Bundesliga International Chief Marketing Officer, said: “The Bundesliga has long been regarded globally as a leader when it comes to cutting edge innovation, and our long-term partnership with Sportradar continues to reflect this.

“From the start, we have been aligned in pushing the boundaries of technology for the benefit of the fan, and this early prolongation, which by the end will take us to more than 25 years of collaboration, is an outcome of the trust and excitement we share for the future.”

The extended agreement means that Sportradar will continue as the official provider of betting and streaming rights for Germany’s top two leagues, acquiring other DFL properties such as the German Supercup and the relegation playoff match each season. 

Innovation is and has been at the heart of the partnership and both parties have expressed a desire to “develop exciting new products and services to engage the market and create immersive experiences for sports fans across the globe”. 

Moritz Gloeckler, Sportradar SVP Rights and Strategic Projects, added: “We are the ideal partner to work with the Bundesliga in widening and deepening their fan base through the development of new AV and data-driven products, using the latest technologies such as augmented streaming and AI.

“This agreement aligns with our broader strategy to selectively invest in long term rights across key global sports which enable the continued innovation and enhancement of our offerings for our clients. We look forward to many years of partnering with the Bundesliga to redefine the soccer fan experience.”

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