Sportradar has extended and expanded its partnership with Bundesliga International, a subsidiary of the German Football League (DFL) that manages deals for the country’s top two leagues.
The global deal runs for an additional six years to the end of the 2031-32 season. Sportradar will collaborate with Bundesliga International to distribute data and audio-visual products around the world.
Sportradar will remain the official provider of betting and streaming rights for Bundesliga and Bundesliga 2. It also covers other DFL properties such as the German Supercup and relegation playoff matches.
The deal grants Sportradar the rights to sub-license video content from the Bundesliga and Bundesliga 2 to its sportsbook clients. It will also collect and exclusively distribute live match data for betting purposes.
Sportradar will also provide betting and streaming rights for all matches in the WOW Virtual Bundesliga esports offering. In addition, Sportradar will work with DFL to expand the scope of the Sportradar Virtual Sports Bundesliga
The deal also covers education and prevention services. This includes existing bet monitoring through Sportradar’s Universal Fraud Detection System.
Expanding the reach of Bundesliga football
“The Bundesliga has long been regarded globally as a frontrunner when it comes to cutting edge innovation,” Bundesliga International chief marketing officer Peer Naubert said. “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. 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.”
Moritz Gloeckler, senior vice-president of rights and strategic projects at Sportradar, also welcomed the new deal.
“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,” Gloeckler said.
“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.”
