Through the agreement, Sportradar aims to help Kindred “grow its customer base and increase the effectiveness of its advertising spend by optimising social media as an acquisition channel.”

This is carried out through a deeper understanding of online behaviours and the delivery of real-time content based on individual interests.

The proprietary technology automatically generates personalised adverts which allow three Kindred brands – 32Red, Unibet and VladCasino – to send more effective messages directly to sports fans and bettors, via the Meta platforms of Facebook and Instagram.

“Sportradar has enjoyed a productive partnership with Kindred Group, and today’s deal underscores our commitment to continuously deliver the best possible products and services to the top names in betting and gaming,” said Sportradar Global Director Advertising Sales Florian Geheeb.

“An effective social media advertising strategy is essential for sustainable customer growth and must deliver strong return on investment; our ad:s paid social service will help Kindred Group realise this potential.”

The agreement is an expansion of an existing deal between Sportradar and Kindred Group, in which the former supplies the latter with its portfolio of betting products and services.

Kindred Group Chief Marketing Officer Elen Barber commented: “By leveraging Sportradar’s AI-led technology, Kindred will enhance the relevancy and personalisation of social media advertising across a number of regions, boosting our creative delivery capabilities and improving marketing campaigns’ time-to-market.”

Earlier this week, Sportradar’s Founder and CEO Carsten Koerl was named ‘Entrepreneur of the Year’ in Switzerland. The annual award, sponsored by professional services giant Ernst & Young (EY), has been presented to Koerl for 2022.