New seven-year deal grants MLB equity stake in Sportradar

Major League Baseball (MLB) has acquired an equity stake in Sportradar as part of a new partnership that aims to ‘unlock the full data and audiovisual potential’ of the league. 

Valid until 2032, the terms will see MLB being issued up to an aggregate of 1,855,724 Class A ordinary shares throughout the agreed period.

The new arrangements build on the existing decade-long collaboration between both entities. 

Sportradar will continue to exclusively distribute official low-latency MLB data and media content to a global client network encompassing 800 sportsbooks and 900 media companies.

The extension will also target MLB’s growth across markets like Latin America and Asia, where there is an emerging interest for baseball content combined with an increasing legalisation of sports betting. 

Kenny Gersh, MLB Executive Vice President of Media & Business Development, said: “Sportradar has been a great partner to MLB, particularly helping us navigate the legalization and continued evolution of the global sports betting landscape. 

“Over the course of our partnership, Sportradar has consistently developed great products utilizing MLB’s best-in-class data. MLB is delighted to continue innovating with Sportradar to create engaging products and services for MLB fans globally.”

Baseball fans will be able to enjoy various options that offer personalised viewing experiences, with Sportradar and MLB joining forces to research and create a number of AI-driven products powered by player tracking data for added immersion. 

Carsten Koerl, Chief Executive Officer, Sportradar, said: “We are thrilled to continue our long-standing partnership with MLB, and this agreement represents a new, exciting chapter in our journey together. 

“Our collaboration is not only about leveraging cutting edge technology and content but also working together to create innovative products that enhance fan engagement and bring fans closer to the game. 

“By combining our strengths, we can unlock new opportunities and reach more sports fans around the globe to shape the future of sports entertainment. This deal, which is immediately accretive to our business, will drive value for our shareholders as we continue to expand margins and generate strong cash flow.”