Sportradar extends partnership with Bundesliga International

Although the deal was due to end after the 2026 season, it has been extended ahead of time by a further six years - and includes rights to the Bundesliga esports product.

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Sportradar has extended its partnership with Bundesliga International.

The exclusive partnership will continue for an additional six years, until the end of the 2032 season.

Bundesliga International is a subsidiary of DFL Deutsche Fußball Liga, which is responsible for the operations, licensing and marketing of the leagues and players.

Peer Naubert, Bundesliga International CMO, said: “The Bundesliga has long been regarded globally as a frontrunner when it comes to cutting-edge innovation and our long-term partnership with Sportradar continues to reflect this.

“From the start, we have been aligned in pushing the boundaries of technology for the benefit of the fan and this early prolongation, which by the end will take us to more than 25 years of collaboration, is an outcome of the trust and excitement we share for the future.”

The deal will allow Sportradar to have the exclusive rights to sublicence video content and distribute data from Germany’s leagues to sportsbook operators and other betting establishments.

This includes betting and streaming rights for the Bundesliga and Bundesliga 2, as well as WOW Virtual Bundesliga, its latest esports league.

Sportradar will also be able to ‘expand the product and enhance the scope of Sportradar’s Virtual Sports Bundesliga’.

This announcement comes soon after the company announced that it would launch its new FanID marketing solution, which allows for the generation of sports fan data without the use of third parties.

Moritz Gloeckler, Sportradar SVP Rights and Strategic Projects, said: “We are the ideal partner to work with the Bundesliga in widening and deepening their fan base through the development of new AV and data-driven products, using the latest technologies such as augmented streaming and AI.

“This agreement aligns with our broader strategy to selectively invest in long-term rights across key global sports which enable the continued innovation and enhancement of our offerings for our clients.

“We look forward to many years of partnering with the Bundesliga to redefine the soccer fan experience.”

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