To the average sports fan, the stakeholders involved in the games they follow are simple – the clubs and athletes, the spectators, and perhaps club owners, media outlets and the more visible sponsors.
Step behind the scenes, however, and the web of stakeholders becomes far more extensive, with betting companies, technology firms, data rights holders, and betting companies all playing their part.
At a gathering of these stakeholders at SPORTEL Monaco last month, Insider Sport spoke with Narek Harutyunyan, CEO of FeedConstruct, about the sports betting feed provider’s role at the convergence of sports and betting.
Insider Sport: Could you give me a breakdown of FeedConstruct’s role at the convergence of sports technology and sports betting?
Narek Harutyunyan: FeedConstruct leads the way in sports technology and sports betting, providing precise sports data and streaming solutions that drive engagement for over 300 partners globally.
Our mission is to bridge the gap between sports and igaming through innovative data feed solutions, aggregation platforms, and SaaS offerings. Partnering exclusively with more than 60 sports federations and leagues, we deliver 220,000 exclusive live video events annually across all traditional betting sports, niche sports, and eSports, alongside rich odds data, allowing sportsbooks to offer dynamic betting options.
By integrating in-depth data with live streaming, we empower our partners to enhance their offerings and engage users more effectively. FeedConstruct serves as a critical link in the sports and igaming ecosystem, turning data and video into valuable assets that boost profitability and support business growth.
IS: As a company with a primary focus in the betting industry, why is engaging with the mainstream sports and sportstech space significant for FeedConstruct?
NH: Engaging with the broader sports and sports technology space is essential for FeedConstruct because it allows us to foster stronger connections across the entire sports ecosystem. Our partnerships with mainstream sports federations and leagues enhance the quality and diversity of sports data and content we offer, which ultimately enriches the betting experience for our partners.
By staying closely connected with the latest advancements in the sphere, we’re able to innovate faster and deliver solutions that keep our partners ahead of market trends. This approach not only benefits the betting industry but also strengthens our role in the sports world, allowing us to bring unique value to both sectors.
IS: There are a lot of niche and emerging sports organisations represented here at Sportel. How significant is betting for building up these organisation’s reach and fan engagement?
NH: Betting plays a transformative role in expanding the reach and fan engagement of niche and emerging sports organisations. For many of these sports, betting opens a new pathway to visibility, allowing fans to discover and engage with them in a dynamic way.
At FeedConstruct, our partnerships help these organisations reach global audiences by integrating their sports into the betting ecosystem, providing access to new fan bases and generating additional revenue streams. This exposure not only raises the profile of niche sports but also creates stronger fan communities, as fans are more likely to follow, support, and interact with sports that offer a betting experience.
IS: Is data one of the most important commodities for sports organisations in the modern world? If so, why is this so?
NH: Absolutely, data has become one of the most valuable assets for sports organisations today. In an era where fan engagement and personalised experiences are key, having access to high-quality, real-time and fast data allows organisations to connect with audiences in deeper and more meaningful ways.
Data, for example, helps sports organisations improve performance analysis, refine training, and optimise strategies, which are essential for competitive success. Beyond performance, data drives media content, is used for odds creation for betting markets, and creates new revenue opportunities by expanding fan engagement.
IS: How is FeedConstruct working to position itself at the forefront of emerging sports technologies and innovations?
NH: FeedConstruct is committed to leading in emerging sports technologies by continuously investing in innovative solutions that enhance data quality, streaming capabilities, and integration ease.
Our platforms, such as the Friendship Platform for video streaming and the Odds Aggregator, are designed to simplify access to diverse sports content, including traditional and niche sports, eSports, microbetting, player props and much more for sportsbooks and media.
By leveraging cutting-edge data collection tools, like our DeePro, we help to capture detailed, real-time data. Such proactive approaches position FeedConstruct as a key innovator at the intersection of sports and technology, driving new possibilities for our clients and partners.
