Sportradar nets 10-year NBA partnership

Sportradar will gain the exclusive betting data rights to the NBA, WNBA and NBA G League after signing a 10-year contract.

The exclusive partnership will start in 2023-24, kicking in at the end of the existing, non-exclusive deal which runs for two more years.

It will see the three leagues use Sportradar’s global and wide-ranging capabilities to grow US operations, increase their international footprint and drive fan engagement. 

This latest deal means that Sportradar will have exclusive betting data rights in the US with two of the four major sports (NBA and NHL).

“We are delighted that the NBA has chosen Sportradar as the Official Partner who can support the global popularity and explosive growth of the game,” said Carsten Koerl, Global CEO at Sportradar.  

“Basketball is the largest US sport in the world by popularity and, as a market leader, we are best positioned with the technological expertise and industry relationships to help the NBA entertain fans globally.”  

Koerl continued: “We believe that this agreement will contribute to Sportradar’s profitable business and continued growth. The remaining time left on the existing deal, and this new multi-year agreement, gives us a significant runway to partner with the NBA and develop exciting solutions across our teams, betting and sports entertainment verticals.” 

Sportradar will continue to be both the authorised global distributor of official NBA and WNBA betting data and the distributor of live game video that is available to international sports betting operators for fans to experience in real time.  

As part of the release, Sportradar said that the NBA is projected to generate €112 billion in betting turnover globally for 2021, more than 2.5 times the number for American Football (€41.87 billion).

In addition, the new relationship includes expanded distribution rights regarding the use of player tracking data.  

Sportradar explained that it will also create a division which will be tasked with “transforming and innovating” the fan experience. 

This, it said, will include utilising data to “create a deeper understanding and appreciation of the game, developing new data products to enrich fan engagement, and revolutionising how sports betting data is utilised by betting operators and media partners”.

“Sportradar has been a terrific partner as the league has navigated its exploration into the global sports betting landscape,” said Scott Kaufman-Ross, Senior Vice President, Head of Gaming & New Business Ventures, NBA.  

“As the market matures, we are thrilled to extend our partnership with Sportradar to utilise data and insights to create new fan experiences and innovate around the NBA globally.”

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