Exclusive Q&A: Sportradar expands Bundesliga partnership with new data integrations 

Key points:

– Sportradar will utilise Bundesliga data to enhance betting options available to operators and players

– The two have been partnered for 20 years

– Gambling Insider speaks exclusively with Sportradar SVP Fan Engagement Patrick Mostboeck on the deal

Bundesliga and Sportradar are enhancing their partnership with the launch of new technology and data delivery experiences.

Utilising tracking data from the Bundesliga, Sportradar’s live player markets will combine this data with Sportradar’s AI capabilities to offer around 240 new betting options per match.

The two will also launch 4Sight Streaming, Sportradar’s streaming technology, which will allow operators to add AI overlays to games that utilise Bundesliga data to provide an enriched viewing experience.

An enhanced live match tracker will also be available, keeping fans engaged with matches through a range of in-play betting activities.

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The partnership comes as the two celebrate 20 years of partnership, having initially partnered in 2005.

Speaking exclusively to Gambling Insider, Sportradar SVP Fan Engagement Patrick Mostboeck said: “The Bundesliga and Sportradar go back a very long time. Over the years, both organisations have evolved.”

Patrick Mostboeck, SVP Fan Engagement at Sportradar

Indeed, the Bundesliga, which collects its own data, will provide this data to Sportradar, which will in turn use this data in its products for operators. “From a Sportradar perspective, what is very much in the centre for us is, how can we best support our clients and in the end the punters?” said Mostboeck. “What is essential for our clients is in-play betting. There continues to be an evolution in how punters and bettors are able to be engaged around life betting opportunities.

“This goes for both the markets that are being offered and the engagement that is created around those markets.”

Of course, with an influx of data comes a need to format this data for players, walking a fine line between engagement and oversaturation.

Said Mostboeck: “A good example here is that if you take the enhanced live metric, it’s not that we provide endless views. We are providing certain views of the game that we pre-select because we think they add a certain benefit to the bettor. That also goes for the 4Sight product we provide… We are trying to use the experiences we’ve got over the last years and months to decide what is interesting for sports punters out there?”

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Of course, such a launch does not mean Sportradar is stopping anytime soon. “Bundesliga is a key partnership, but within football, we also have other partners we work closely with. One of them in Europe is clearly the UEFA. Other than that, we also have international partners,” explained Mostboeck.

“We are focused on supporting our clients, providing them with bets and improved experiences, especially, but not only, during the live window. This is what we are laser-focused on from a supporter perspective when it comes to fan and ultimately betting engagement.”