Using Sportradar’s real-time sports data products, XLMedia will distribute the information throughout its digital brands, including Sports Betting Dime, Saturday Tradition, Saturday Down South, Crossing Broad, Elite Sports NY and Canadian Sports Betting.
Brian Josephs, Head of Regional Sales, North America at Sportradar, said of the partnership: “This partnership highlights Sportradar’s ability to be a one-stop shop for exclusive betting data and sports content for XLMedia’s publisher partner brands and highly engaged audiences.
“The dynamic, relevant and engaging products that XLMedia will receive through this partnership will not only resonate with fans and bettors alike, but also aid XLMedia in further monetising their audiences."
Meanwhile, Elizabeth Carter, VP of Global Marketing and Communications at XLMedia, added: “Partnering with an innovative sports technology company like Sportradar is key to XLMedia’s ambition to fuel fan engagement and enrich the audience experience across our sports media and sports betting brands.
“We’re confident that the premium products Sportradar provides will increase demand from audiences and advertisers alike. Our team is thrilled to expand this partnership and integration over time."
Furthermore, Sportradar is providing XLMedia with a suite of visualisation tools and betting odds, which XLMedia will use with its editorial content and increase demand across its network.
Finn Bradshaw, the ICC’s Head of Digital, commented on the deal: “The innovative use of sports data is one of the key pillars of our digital strategy. This partnership with Sportradar will help us grow our global cricket fanbase and deepen our engagement with it.”