Sportradar has announced that basketball legend Michael Jordan will serve as a special advisor to the company’s board of directors, effective immediately.

The former NBA player, who is an early Sportradar investor, will also increase his investment in the company.

Jordan’s new advisory position will involve providing the board and management with guidance and strategic counsel, with a particular focus on the US market, product development, and marketing activities.

Sportradar will leverage Jordan’s expertise in establishing sports business partnerships across the breadth of its products and services.

Carsten Koerl, Global CEO, Sportradar, commented: “Over the past several years, the worlds of fandom, sports betting, and media have converged and, through his accomplishments on the court and in the boardroom, Michael sits at the intersection of these industries.

“As an early investor in Sportradar, Michael saw the potential in our company. We are thrilled to now tap into his entrepreneurial savvy and business acumen as we develop the next wave of solutions and offerings that will maximize engagement across sports.”

The former Chicago Bulls player joined Sportradar’s directors, executive team and lead investors in the Nasdaq opening bell ringing ceremony last week following the group’s first day as a publicly traded company.

“I invested in Sportradar years ago because I believed in the vision and passion that Carsten and the rest of the team had for transforming the sports technology industry,” said Jordan. “I am looking forward to having a formal role with the company as it begins its next chapter.”