The International Cricket Council (ICC) has announced a new arrangement with Stats Perform, which returns as its data collection and distribution partner, having previously held this position until 2021.
Stats Perform will secure the exclusive rights to collect and deliver ICC official tournament data and livestreams to various licensed betting operators globally under the terms of the four-year deal.
The deal underscores the importance and significance of data for modern sports organisations, as well as the significant role betting companies play in sports’ revenues as key buyers of data and streaming.
ICC Chief Commercial Officer, Anurag Dahiya, said: “We are delighted to reunite with Stats Perform, and have been impressed by the way their recent AI-powered innovations have triggered new growth for the sports industry.
“We hope the partnership is another important step in enhancing the digital consumption of cricket content globally.”
Specifics of the renewal will see Stats Perform collect various forms of data, including real-time ball-by-ball match data and low latency streams.
The london-based company will cover the ICC T20 Men’s and Women’s World Cups, Men’s and Women’s Cricket World Cups, ICC Champions Trophy, and the ICC World Test Championship Final.
Betting revenue is a significant stream of income for the ICC, and not just via data and streaming sales. The governing body has recognised the substantial contribution gambling sponsorships can make, approving the marketing practice in a rule change last year.
In Stats Perform’s case, the agreement is the firm’s second major renewal this year after a partnership extension with Checkd Dev in March. The company closed 2023 in a promising position, having signed deals with the likes of the WTA and Tennis Australia last year.
“Stats Perform is delighted to be working with the ICC again, reinforcing our dedication to collecting and providing the highest quality sports data and live streams to licensed betting operators across the globe,” added Alex Rice, CCO of Stats Perform.
“We pioneered live streaming for betting, we know betting operators trust our sports data to provide the best experiences for them and their users. We look forward to leveraging our cutting-edge technology and extensive expertise to bring the thrill of ICC cricket to an even wider audience, ensuring that they enjoy the most engaging and reliable experience possible.”
