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Sportsradar extends partnership with Bundesliga to boost fan engagement

Sportradar will deliver bookmakers with a variety of advanced tools to improve the fans experience of Bundesliga content.

Sportradar and Bundesliga International, a subsidiary of the DFL Deutsche Fussball Liga, have announced to extend their long-term partnership for another five years. The new contract aims to give fans greater access to German football’s top leagues.

This contract extends a successful association that had begun more than 15 years ago with a multi-year agreement that consists of international broadcast and betting rights. As official supplier until the end of the 2025-26 season, with the exception of the United States and the DACH region (Germany, Austria, Switzerland), the company will allow rights to move images of first and second league competitions to its network of sports party operators.

With over 1 billion fans worldwide, the Bundesliga is world’s fastest-growing professional football league. Sportradar will sublicense Bundesliga and Bundesliga 2 moving image rights to its network of sportsbook operators as the official provider of betting and streaming rights. The new deal also lets Sportradar collect and distribute live match data and provide its customers access to a fast, precise, and dependable feed.

Sportradar will deliver bookmakers with a variety of advanced tools that will help to improve the way fans experience and interact with international Bundesliga content over the course of the agreement. Sportsbook operators will provide video clips of Bundesliga matches to their clients via the Live Video Notification solution, an AI-driven sports video technology that will deliver rich media content directly to fans on their mobile phones via a rapid push notification.

Sportradar has also unveiled Virtual Sports Bundesliga which is an AI-powered virtual sports gaming solution that combines real-time match video highlights from 3,500 Bundesliga archive matches to create an interactive gaming experience for fans. More than 100 Sportradar specialist data operators have been appointed to edit 10 years of video content into dynamic event clips, such as players entering the pitch, scoring goals, or stepping up to take a penalty.

Robert Klein, Bundesliga International CEO, said, “This is a long-term and trusted partnership, built up over many years and with a shared vision for excellence. We see this extension with Sportradar as a blend of working with established partners to create innovative opportunities and products.”

Ed Blonk, Chief Commercial Officer, Sportradar, said, “For the best part of two decades, Sportradar has enjoyed a successful partnership with Bundesliga International and the DFL, working closely together to deliver the highest quality products available in the market. These rights remain an important part of our portfolio and we’re excited to embark on the next phase of the relationship, using our market-leading technologies developed specifically for the world of sport to help Bundesliga International develop new and exciting ways to engage fans around the world.”

Prior to this, the International Cricket Council (ICC) has also partnered with Sportradar to reach out to fans globally to engage with the sport.

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