NASDAQ technology group Sportradar has agreed to sell Atrium Sports, the coaching and scouting business of its Synergy Sports subsidiary, to Teamwork Innovations for $170m (£144m) in cash.
The deal represents an accretive double-digit EBITDA multiple relative to Sportradar’s market valuation. Sportradar will retain certain Atrium Sports assets which prop up its core sportstech and sports data products.
The transaction process is set to be speedran with expected completion set for Q4 2026.
It comes as the firm looks to prioritise the betting and gaming side of the business, something Chief Executive Officer, Carsten Koerl, spoke about both at SBC Summit and when announcing this sale.
“This transaction optimises and streamlines our business as we focus on our core betting, gaming, and media priorities, while enabling us to retain key technology assets and capabilities that will support growth and innovation,” Koerl said.
“The proceeds will further strengthen our balance sheet and support capital allocation priorities. Synergy is a leading team-side analytics platform for baseball and basketball and this transaction positions the business for its next phase under an industry leader focused on serving teams and athletes.
“We will work closely with Teamworks to ensure a seamless transition for our clients, partners and employees.”
Sportradar’s period of M&A
Sportradar acquired Atrium Sports for an ‘undisclosed sum’ in 2021, executing the deal to diversify its business beyond betting data and sports intelligence.
Atrium was viewed as a platform for Sportradar to expand its video engagement capabilities for audience capture of betting data and to enhance the graphics and simulations of its Virtual Games, for the key partners of the NBA and the ATP.
This acquisition came at a time when Sportradar was under a lot less public scrutiny – having announced the deal before its September 2021 IPO. Since then, it has agreed partnerships with several more key sporting organisations across the globe, such as UEFA and the UFC.
Its focus has shifted somewhat since the initial purchase of Atrium, most recently towards prediction markets as seen via partnerships with the two biggest players in that space, Kalshi and Polymarket.
With Atrium becoming less and less integral to the wider group, the business has now made the leap to offload an asset at a premium price while still maintaining key assets that align with its new priorities.
These assets include automated video production cameras, automated graphics solutions, certain computer vision capabilities and competition management products.
The Atrium sale also follows Sportradar’s acquisitions of IMG ARENA in November 2025 ($250m) and XLMedia’s North American affiliate business in November 2024 ($30m), strengthening its betting content and marketing services.
Leadership continues to prioritise the integration of IMG ARENA’s sports data and betting rights portfolio, including the PGA Tour, tennis Grand Slams, Major League Soccer (MLS) and EuroLeague basketball, to expand its media/data IP suite for betting and wagering partners.
