UEFA pushes deeper into betting markets via data rights deal with Sportradar

November 1 – Sportradar has signed a deal with UEFA to be the European confederation’s exclusive betting data distributor. The agreement also makes Sportradar UEFA’s authorised data collector. 

It is the first time that UEFA has agreed a distribution deal for betting data rights. No value was given for the agreement, either in terms of guarantee or projection of the market value.

Sportradar has a network of about 900 bookmaker clients worldwide.

The agreement covers about 500 matches per season, a total of 1,550 matches from the 2021/22 season through to the end of the 2023/24 season across all UEFA properties including Euro 2024, the European Qualifiers, the Nations League, the Champions League, Europa League, Europa Conference League, UEFA Super Cup, Women’s Champions League and Women’s EURO 2022.

Carsten Koerl, Chief Executive Officer of Sportradar (pictured), said: “Sportradar has more than 20 years’ experience collecting and building valuable products from football match data… Football remains the world’s most popular sport and we’re extraordinarily pleased that UEFA selected Sportradar in their competitive process. We look forward to working with them closely to support their engagement with the betting industry.”

Sportradar Group recently completed a public listing in New York, pricing its initial public offering at $27 a share, raising more than $670 million and valuing the company at $7.98 billion.

Already a long time partner of UEFA as a betting integrity supplier, particularly in the area of betting related match-fixing, that arrangement has been expanded to include dedicated Intelligence & Investigation Services to support UEFA’s anti match-fixing unit. This is on top of the bet monitoring intelligence it already provide the confederation.

UEFA has recently expanded its sponsorship opportunities into the betting market, agreeing a deal with Bwin as its first betting partner. The addition of syndicated data services via the Sportradar agreement further expands its push into the betting markets.

Guy-Laurent Epstein, UEFA Marketing Director, said: “We are very happy to enter into this partnership with Sportradar, who are a global leader in delivering sports data. It follows a long-standing partnership with the company as our official integrity partner and it links to our recent announcement of Bwin as the first betting partner for one of our competitions.

“The combination of the two partnerships allows UEFA to engage more openly with the sports betting sector, giving greater access to market intelligence and support from both a sports integrity and a commercial perspective.”

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