Sportradar Inks Exclusive UEFA Betting Data Rights Deal

Sportsradar’s impressive 2021 gained another highlight after it won the tender for the exclusive distribution of betting data for European soccer’s administrative body, UEFA. [Image: Shutterstock.com]

Impressive 2021

Sportradar’s impressive 2021 continues after it won the tender for the exclusive distribution of betting data rights for European soccer’s administrative body, the Union of European Football Associations (UEFA).

The global sports betting supplier took to Twitter on November 1 to share news of its first-ever “landmark data rights deal” with UEFA:

Under terms of the agreement, Sportradar will distribute betting data rights to UEFA competitions, including the Champions League and European Football Championships. In addition to distribution rights, Sportradar also gains exclusive authorized data collector status, while also continuing its role as UEFA’s official integrity partner.

Unpacking the agreement reveals Sportradar gains relevant rights across 1,550 matches from the current 2021-2022 season through to the end of the 2023-2024 season. Rights extend across all UEFA properties, including men’s and women’s Champions League, Women’s Euro 2022, UEFA Euro 2024, European Qualifiers, Nations League, Europa League, Europa Conference League, Super Cup, European Under-21 Championship, and Futsal Champions League.

According to a Sportradar news release, the agreement follows UEFA’s aim to “maximise the value of its match data and drive deeper engagement worldwide” with soccer fans.

UEFA choosing Sportradar isn’t much of a surprise considering the Switzerland-based sports data and content company’s global network of over 900 sportsbook clients, servicing soccer fans in 120 different countries.

First the NHL, now UEFA

Getting UEFA onboard is massive for Sportsradar and follows on from a major ten-year partnership it landed in June with the National Hockey League (NHL).

In the news release, Sportradar CEO Carsten Koerl underlined his firm’s 20-year experience of collecting and creating valuable products from soccer match data. Fusing Sportradar’s long, hands-on expertise with its recent acquisitions makes it, according to Koerl, “the world’s leading sports technology company,” and places the sports betting supplier in a compelling space.

unique resources to truly support the growth of one of the biggest federations in global sport”

Koerl said in reference to landing UEFA: “We’re the only organisation with the technological capabilities and unique resources to truly support the growth of one of the biggest federations in global sport.”

UEFA marketing director Guy-Laurent Epstein said the betting data deal with Sportradar linked to its September appointment of Entain-owned bwin as sports betting partner for the Europa League and Europa Conference League.

Epstein said the Sportradar-bwin combination “permits 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.”

Busy summer & fall

Landing first the NHL and then UEFA has underscored a productive second half of 2021 for Sportradar. In September, Sportradar went public, trading on the Nasdaq stock exchange with an initial valuation of $27 per share.

The UEFA agreement swells Sportradar’s soccer rights arsenal, which includes partnerships with the South American Football Confederation (CONMEBOL) and the Asian Football Confederation (AFC).

Sportradar will also continue to monitor bets in its role as UEFA’s official integrity partner. What’s new is that the integrity aspect will now include dedicated Sportradar intelligence and investigation services, in support of UEFA’s anti match-fixing unit.

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