Just look at sports betting in the US, which was outlawed outside Nevada all the way up until 2018.
And it is exactly the sports betting sector where Sportradar and FanDuel have extended their partnership for an additional seven years.
Having lengthened their existing deal until 2028, the extension reinforces the bond between the two organisations.
Under the terms of the agreement, Sportradar will provide the FanDuel Sportsbook with access to pre-match betting services, live betting services and betting entertainment tools, which includes live match trackers and betting widgets.
Carsten Koerl, Global CEO, Sportradar said: “With FanDuel being the leading US sportsbook, this deal further underscores Sportradar’s position as the data and odds supplier of choice for US sports, including the NBA, MLB and the NHL.
"Both Sportradar and FanDuel have established positions through investment in innovation and cutting-edge products and services, and this expanded agreement enables us to work together to further evolve FanDuel’s offering, particularly in areas like in-play betting.
"We’re looking forward to deeper integration with the FanDuel team to continue building on the success we’ve had together thus far.”
Niall Connell, Sportsbook General Manager at FanDuel Group, added: “Low latency live data is the essential fuel for our proprietary trading models to deliver a quality in-play betting experience to our customers.
“Sportradar’s data powers our in-house models, allowing us to offer a large number of in-game betting markets; and it’s the collaborative nature of our partnership that will evolve FanDuel’s in-play product offering in the years to come.”
