The DFL Deutsche Fußball Liga subsidiary, Bundesliga International and the leading provider of sports technology, Sportradar, have extended their partnership until 2031-2032. They will work together to create new products for fans worldwide.
The agreement aims to enhance the fan experience with innovative data and audio-visual offerings. The collaboration focuses on bringing exciting features to the market.
Under the pact, Sportradar has gained the rights to sublicense video content from Germany’s top divisions to its global sportsbook clients. It will also exclusively distribute live match data for betting, collaborating with Bundesliga on media data. Additionally, Sportradar has also secured betting and streaming rights for the WOW Virtual Bundesliga and expanded its Virtual Sports Bundesliga.
The agreement further strengthens efforts to combat match-fixing through education, prevention services, and bet monitoring.
In addition, Sportradar also retained its status as the official provider of betting and streaming rights for Bundesliga and Bundesliga 2, including other DFL properties. The agreement has enhanced Sportradar’s position in collecting and distributing official data.
Peer Naubert, Bundesliga International Chief Marketing Officer, said, “The Bundesliga has long been regarded globally as a frontrunner 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.”
Moritz Gloeckler, Sportradar SVP Rights and Strategic Projects said, “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.”
Sportradar, established in 2001, is a top provider of global sports data intelligence and entertainment solutions. It specializes in collecting, analyzing, and distributing sports data and content across different platforms. Sportradar has been affiliated with the likes of Delhi Capitals (DC) in the Indian Premier League (IPL), Caribbean Premier League (CPL), National Basketball Association (NBA), England and Wales Cricket Board (ECB), Canadian Hockey League (CHL), European football governing body, UEFA and the International Cricket Council (ICC).
Bundesliga International is the international marketing subsidiary of the Deutsche Fußball Liga (DFL), which is responsible for the organization and commercialization of the Bundesliga. The organization plays a crucial role in promoting Bundesliga clubs, players, and the league itself on the global stage, aiming to enhance the Bundesliga’s position as one of the premier football leagues globally.