Sportradar has deepened its ties with Bundesliga International by extending its exclusive partnership for six years until the end of the 2032 season.
Bundesliga International, a subsidiary of the DFL Deutsche Fußball Liga, manages, licenses and markets the league and players.
Peer Naubert, Bundesliga International CMO, commented: “The Bundesliga has long been regarded globally as a frontrunner when it comes to cutting-edge innovation and our long-term partnership with Sportradar continues to reflect this.
From the start, we have been aligned in pushing the boundaries of technology for the benefit of the fan and this early prolongation, which by the end will take us to more than 25 years of collaboration, is an outcome of the trust and excitement we share for the future”.
The agreement gives Sportradar exclusive rights to sub-license video content and distribute German league data to betting operators.
This includes betting and broadcast rights for Bundesliga and Bundesliga 2 matches, as well as the WOW Virtual Bundesliga, an esports league. In addition, Sportradar will have the opportunity to expand the product and increase the capabilities of the Virtual Sports Bundesliga.
This announcement comes shortly after the introduction of FanID, a new marketing solution that generates sports fan data without involving third parties.
Moritz Gloeckler, Sportradar SVP Rights and Strategic Projects, added: “We are the ideal partner to work with the Bundesliga in widening and deepening their fan base through the development of new AV and data-driven products, using the latest technologies such as augmented streaming and AI. This agreement aligns with our broader strategy to selectively invest in long-term rights across key global sports which enable the continued innovation and enhancement of our offerings for our clients. We look forward to many years of partnering with the Bundesliga to redefine the soccer fan experience.”
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