Key points:
- Sportradar has partnered with BetMakers and Podium
- The supplier will now utlise the pair’s Advantage racing wagering solution
- The deal sees a number of racing options integrated into Sportradar’s Orako sportsbook
Supplier Sportradar has announced a new partnership with BetMakers Technology Group and Podium, in a deal that will see the latter’s Advantage racing wagering solution integrated into Sportradar’s Orako sportsbook.
The Advantage Platform – which is developed using BetMakers trading and Apollo platform technology alongside Podium’s data and Flexhub tools – will now provide customers of Sportradar’s Orako with a range of horse and greyhound racing event options.
As per this new deal, operators utilising Sportradar’s Orako PAM and sports betting solution will have the option to also embed an additional racing-sportsbook via the Advantage Platform. Further, Podium is also set to continue in the facilitation of the official content licensing with regard to data usage. The trio have also stated that they anticipate customers to go live with the solution via the Orako sportsbook during Q2 2025.
Commenting on this latest development, Josh Sparke, (Incoming) Podium Managing Director, said: “At Podium, we are committed to revolutionising the racing wagering experience, and our AdVantage collaboration with Sportradar is a testament to that mission. This partnership underscores Podium’s role as a trusted steward of official racing data.”
Also speaking on the news was Jacob Lopez Curciel, SVP, Managed Sportsbook Services at Sportradar, who stated: “Racing is the second largest bet on sport in the world by handle and through this collaboration successfully crafted with Podium and BetMakers, Sportradar is providing its clients with a plug-and-play product to engage their customers onto a great racing betting experience.”
Good to know: This week has seen the BHA raise concerns around rising illegal racing bets in the UK, alongside the outlawing of greyhound racing in Wales
For Sportradar, this latest news comes closely following an additional partnership extension deal with the MLB, with the pair extending their longstanding agreement until 2032. On the other side of this latest deal, BetMakers also extended its long-term pricing and data arrangement with SportsBet last week.
Speaking on this latest partnership arrangement, Jake Henson, BetMakers CEO, said: "We are thrilled to announce our partnership with Sportradar, the world’s leading sports technology company. This collaboration not only underscores the strength of our team and products but also creates significant opportunities to enhance the global reach of racing.
“Sportradar’s swift integration of our product demonstrates their strong commitment to the racing industry, rights holders and industry partners alike. Together, we look forward to driving innovation and growth, delivering greater value to all stakeholders and expanding the global presence of racing."
