Sportradar’s new FanID to help sports marketers stranded by third-party cookie restrictions

Sportradar has announced the release of FanID – a solution that can be used to navigate the global third-party cookie restrictions rolling out in 2024.

FanID is an end-to-end, first-party marketing solution that leverages Sportradar’s in-house marketing activation technology to help rights holders and brands in the sports industry retain their comprehensive fan engagement abilities. 

The tool comes as a response to Google’s decision to phase out third-party cookies by the end of this year, having already restricted them for 1% of its users as a pilot test and planning to shut down third-party cookies services for 100% of users from Q3 ’24 onwards – forcing marketers to search for new avenues to keep their business running. 

By combining FanID with its international network of partners and proprietary data technology, Sportradar aims to offer an alternative for the sports sector where several parties can utilise a pool of first-party datasets to reach sports fans through a secure and compliant way. 

Rainer Geier, EVP, Fan Engagement at Sportradar, commented: “We are the industry leader and partner to many clients around the world, which has allowed us to gather the most comprehensive understanding of fan behaviour and insights. 

“Sportradar FanID is an example of how we are extending our innovative capabilities, and it will serve as a catalyst for further product innovation and increased monetization potential.”

Sportradar went on to highlight the four main pillars of its new FanID solution. 

Through data collection, rights holders and brands can embed interactive tools into their digital channels to facilitate the capture of first–party data. 

Data connection will then allow for the collected data sets to be shared in a ‘data clean room’ that contains comprehensive and anonymised fan profiles. 

With data activation, companies can leverage Sportradar’s marketing activation technology for the creation of relevant and personalised digital advertising content. 

And finally, data orchestration will ensure that the content is delivered to fans in a timely manner and through the most effective channels. 

Geier concluded: “The crumbling of the third-party cookie represents a significant opportunity for rights holders and brands to gain a greater understanding of fans, while also enabling more efficient and seamless delivery of digital advertising content.”