HomeNewsBundesliga & Sportradar Extend Partnership, Enhancing Fan Experience

Bundesliga & Sportradar Extend Partnership, Enhancing Fan Experience

Bundesliga International and Sportradar have announced the extension and expansion of their global partnership for an additional six years, until the end of the 2031-2032 season.

The two organizations will collaborate on developing innovative data and audiovisual products to enhance the fan experience worldwide.

The original partnership was set to conclude at the end of the 2025-2026 season, but Sportradar has secured early renewal rights, including sublicensing video content from Germany’s top two divisions to its global sportsbook clients.

Additionally, Sportradar will collect and exclusively distribute live match data for betting purposes, working closely with the Bundesliga and its stakeholders to align media data strategies from the start of the 2025-26 season.

The agreement also grants Sportradar betting and streaming rights for all matches in the WOW Virtual Bundesliga, the DFL’s esports offering. Furthermore, Sportradar will expand its Virtual Sports Bundesliga, an interactive gaming experience, and strengthen its efforts to combat match-fixing by providing education and prevention services in addition to existing bet monitoring through its Universal Fraud Detection System (UFDS).

The extended partnership solidifies Sportradar’s position as the official provider of betting and streaming rights for the Bundesliga and Bundesliga 2 (outside of the DACH region). It also encompasses other DFL properties such as the German Supercup and relegation playoff matches, while enhancing Sportradar’s capacity to collect and distribute official data.

Both Bundesliga International and Sportradar emphasize innovation as a key element of their collaboration. They aim to develop new products and services that captivate the market and offer immersive experiences for sports fans worldwide.

Peer Naubert, Chief Marketing Officer of Bundesliga International, expressed the league’s reputation for cutting-edge innovation and their shared excitement for the future of the partnership.

Moritz Gloeckler, SVP Rights and Strategic Projects at Sportradar, highlighted their commitment to expanding the fan base through the development of new audiovisual and data-driven products, leveraging technologies like augmented streaming and AI. The agreement aligns with Sportradar‘s broader strategy of investing in long-term rights across major global sports to enhance their offerings for clients.

Aniedi Ekwere
Aniedi Ekwere
Author/Consultant Find More Africa/AA Advisory, We provide betting reviews, thought leadership articles in the emerging markets, business development on products/ platforms in Africa with solid networking relationships with gaming operators in Africa, and Expertise in PR and marketing communication, and iGaming Consulting Services.

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