The sports data market watches as the CMA’s review of Sportradar-IMG may reshape the sector
The UK’s Competition and Markets Authority (CMA) is reviewing Sportradar’s planned acquisition of IMG Arena, raising questions over potential consolidation in the sports data and media rights industry.
The CMA’s “invitation to comment,” issued July 10, marks the first phase of its assessment. While not a formal investigation, this step invites input from third parties who may be affected by the acquisition, particularly those operating in or relying on the UK’s sports data, content or distribution ecosystem.
The deadline for submissions is July 24.
Sportradar, a Nasdaq-listed firm with strong US and European reach, announced the acquisition in March 2025.
The deal looks to bring IMG Arena, a subsidiary of Endeavor’s IMG and a London-based content distributor for global sports, under its umbrella, as reported by SBC News. Combined, the two companies would represent a large share of sports data and live content provision across leagues, broadcasters and federations.
The CMA’s review will assess whether the proposed merger could reduce competition in the UK by limiting choice or access to sports data and rights services. The regulator is particularly focused on potential impacts across media, sports tech and licensing sectors.
Responding to Insider Sport’s request for comment, a Sportradar spokesperson said: “This is a normal part of the CMA merger control process.”
Sportradar’s global play for sports rights
The potential acquisition of IMG Arena marks a significant strategic step for Sportradar as it looks to strengthen its foothold in the global sports rights and content distribution space.
The IMG Arena portfolio would add considerable weight to Sportradar. Currently housing distribution rights for more than 70 properties, including Wimbledon, the PGA Tour, Major League Soccer and all four tennis Grand Slams, IMG Arena would give Sportradar added leverage in negotiations with rights holders and content buyers.
Additionally, it also positions the company to deliver bundled solutions across live data, media rights and fan engagement platforms.
For leagues and federations, the CMA’s decision could affect how competitive the sports rights market remains. If the deal goes ahead, it might make data distribution more efficient, but it could also limit the number of options available for selling and sharing content, especially in established markets like the UK.
Diving into the deal structure, Sportradar will acquire IMG Arena without direct financial consideration, instead receiving $125m in value, while Endeavor will pay an additional $100m to third-party rightsholders as part of existing contractual obligations.
The transaction, expected to close in Q4 2025, is subject to regulatory approval, with the CMA inquiry now central to that timeline.
