The new expansion means that Betway will use Sportradar’s multi-channel performance marketing platform, its audio-visual (AV) services and its live streaming content portfolio – which has over 400,000 live sporting events annually.
Betway customers will now have access to this, which includes the NBA, MLB, NHL, Bundesliga and the Copa Del Rey.
Ed Blonk, CCO at Sportradar, said of the extension: “Sportradar’s intelligence-driven technology, underpinned by AI and coupled with our deep understanding of the sports industry, supports global top-tier operators like Betway in attracting new customers and engaging existing ones in multiple ways.
“By creating an enhanced, highly personal experience for customers, sportsbooks are now able to differentiate their offering to establish loyalty, drive growth and be distinctive in an increasingly competitive environment.”
Furthermore, Anthony Werkman, CEO of Betway, added: “We’re really excited by our latest agreement with Sportradar that allows us to engage our customers across a variety of devices, platforms, and channels, which further enhances the sports betting experience.”
In other news, Sportradar Integrity Services, a division of Sportradar, entered a multi-year agreement with the International Ski and Snowboard Federation (FIS), the governing body of international skiing and snowboarding.
More than €40m ($42m) is estimated to be wagered on major FIS events per season, according to Sportradar Integrity Services. Competitions with the highest levels of betting interest in the global market are the FIS Alpine Ski World Cup, FIS Cross-Country World Cup and FIS Ski Jumping World Cup.