The Bundesliga, Germany's top-flight football league, has announced a multi-year extension to its long-standing partnership with Sportradar. The agreement will now last until 2032, marking an additional six years of collaboration between the two parties.
A key focus of this extended partnership is to bring innovative sports data and audiovisual products to enhance the fan experience. This move aligns with the growing trend in sports entertainment in which leagues are leveraging technology to provide fans with more immersive experiences.
Bundesliga International Chief Marketing Officer, Peer Naubert, said:
“The Bundesliga has long been regarded globally as a leader 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 partnership extension grants Sportradar rights to sublicense video content from both the Bundesliga and the 2. Bundesliga for its global network of sportsbook clients.
Partnership between DFL and Sportradar extends to esports
This means that fans around the world can expect increased access to live match data as well as an aligned approach for media data from German top-flight.
In addition, Sportradar will also provide betting and streaming rights for all matches under Deutsche Fußball-Liga’s (DFL) esports offering - the Virtual Bundesliga. This extends the scope of Sportradar’s Virtual Sports data capabilities, further solidifying their position in both traditional sports betting markets as well as emerging esports arenas.
Moritz Gloeckler, Senior Vice President of Rights and Strategic Projects at Sportradar said:
“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.”
The two parties will aim to fight match-fixing within football
Another significant aspect of this extended agreement is a united front against match-fixing. Both parties will work together on an education and prevention service designed specifically to combat fraudulent activities within sports betting.
This initiative will exist alongside Sportradar’s Universal Fraud Detection System which aims to stamp out fraud within the wider betting industry.
With this extended agreement, Sportradar continues its role as the official provider of betting and streaming rights for Germany's top two leagues. The company will also acquire other DFL properties such as the German Supercup and the relegation playoff match each season.
