Sportradar extends exclusive NBA partnership in landmark deal
Wide-ranging agreement spans 10 years and includes equity stake
Sportradar is set to be the exclusive data partner of the NBA for the next 10 years, as the global sports technology company has formally extended its deal with the league through the 2030-31 season. The NBA will also be taking an equity stake in Sportradar as part of the landmark agreement.
The expansive partnership will allow the NBA, WNBA and the NBA G League to leverage Sportradar’s vast network of data, media and content capabilities to continue to grow its collective global footprint.
“We are delighted the NBA has chosen Sportradar as the official partner who can support the global popularity and explosive growth of the game,” said Sportradar global CEO Carsten Koerl. “Basketball is the largest US sport in the world by popularity and, as a market leader, we are best positioned with the technological expertise and industry relationships to help the NBA entertain fans globally.”
In addition to maintaining its status as the exclusive provider of NBA data worldwide, Sportradar will also be furnishing the NBA with expanded distribution rights for the use of player tracking data, a critical element in the next frontier of fan engagement and betting. Sportradar projects global NBA handle in 2021 will reach $125bn. The NFL, by contrast, is projected to generate about $47bn in total 2021 handle.
“Sportradar has been a terrific partner as the league has navigated its exploration into the global sports betting landscape,” said NBA senior vice president and head of gaming & new business ventures Scott Kaufman-Ross. “As the market matures, we are thrilled to extend our partnership with Sportradar to utilize data and insights to create new fan experiences and innovate around the NBA globally.”
As part of its emphasis on the fan engagement side, Sportradar will establish a team focused solely on data-driven products and initiatives aimed at bringing fans closer to the game. Those efforts should serve to unlock all kinds of new opportunities for betting operators and media stakeholders, both of which already rely heavily on advanced analytics to create deeper levels of engagement and interest with consumers.
The NBA deal is the latest in a series of headline partnerships forged by Sportradar this year, following similar rights agreements across hockey (NHL), soccer (UEFA), tennis (ITF) and cricket (ICC).