Sportradar to provide greater access to betting operators via adverts

credit: Shutterstock
credit: Shutterstock

Sports tech company Sportradar has added audio channels to its advertising service to make the connection between betting operators and customers more seamless. 

Sportradar has updated its services across additional digital-out-home advertising screens for relevant adverts for customers to access. The audio element enables its clients to reach, according to Sportradar, tens of millions of digital audio listeners through podcasts, streaming services and internet radio. 

In addition, Sportradar will offer access to a global advertising inventory of more than 600,000 digital outdoor screens in over 100 countries.  

Both channels integrate Sportradar’s betting industry-specific marketing technology to serve relevant adverts to sports fans and bettors in real-time in markets where betting is legal, as well as a sports calendar that ensures adverts are scheduled around relevant events. 

Niki Beier, SVP of Marketing Services, said: “Sportradar is providing betting operators with even more ways to reach target audiences. Audio consumption has increased by over 1000% in the past seven years and global DOOH ad spend is estimated to increase nearly threefold by 2030. 

“Both are ideal channels for operators to make their brands more memorable and will further increase the efficiency of advertising campaigns on behalf of our clients.”  

Sportradar’s advanced AI and machine learning algorithms enable audio adverts to be personalised and delivered to listeners based on geographies, demographics, playlists, niches and genres. 

The sport tech company’s AI-driven marketing technology also places relevant messages on digital-out-of-home screens in locations frequented by sports fans, including stadiums, entertainment venues or travel routes. 

This implementation to its advertising service follows what has been a good start to the year for Sportradar. The company’s Q1 results in May revealed that its total revenue increased by 28% from last year to €265.9m. 

Whilst operating profit was not as impressive as total revenue, the company has its sights set on improving in Q2, citing new partnerships with UTR Sports and its data and streaming services it will supply to the UTR Pro Tennis Tour.

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