Sports betting data giant Sportradar wants to branch out into a host of related services to expand its business.
Sports betting operators seeking access to the growing US market now have another option to consider in Sportradar’s ad:s product. The company terms it a “full-service, data-driven marketing service.”
Sportradar is a leading global provider of sports data intelligence to pro leagues and others. The company already has relationships with more than 1,000 companies in more than 80 countries. With a huge base of users for its data products, marketing appears a natural extension of its business.
What’s in the box?
“ad:s” is a new business vertical that comprises a wide range of services. Sportradar says they will include:
- Sponsorship consulting
- SEO and SEA marketing
- UI/UX consulting
- Digital traffic networks
- Programmatic advertising
- Pop-under ad networks
- Ad products
- Affiliate marketing
In charge of the new business is Rainer Geier, who explains:
“Being the unequivocal leader in this industry, ad:s is a natural and necessary evolution of our global sports betting business that will help bring more customers to market for bookmakers.”
Sportradar seeks to create tailored marketing solutions
Acting as the conduit for sports data between leagues and sports betting operators, Sportradar bills itself as the “nexus between sports and entertainment.”
It also serves news media and consumer platforms with data analysis that provides “deep insights and a suite of strategic solutions to help grow their businesses.”
In addition, Sportradar has partnerships with some of the biggest digital traffic sources used by bookmakers globally. These include Livescore.com, Sofascore and Besoccer.
It is this background that Geier thinks will provide ad:s with a competitive advantage:
“ad:s works across all channels, but we are particularly excited by the proposition in digital where the pre-game, in-game and post-game opportunities allow us to develop really exciting and tailored offerings for any and every sports betting operator, no matter their size or environment.”
Legal sports betting is creating industry waves
The global gaming industry has seen a surge in corporate mergers and acquisitions over the last few years. These were driven by the fragmentation and increasing costs of regulation.
The US industry largely escaped this corporate re-ordering. However, the advent of state-legalized sports betting is creating a host of new partnerships.
MGM, Boyd and GVC have hooked up, as has Caesars and Scientific Games, and William Hill and Eldorado. Even the sports leagues also now partner with casinos. Sportradar is a critical part of this new sports betting industry infrastructure.
A new target market?
ad:s is a strategic route to growing Sportradar’s revenues by serving a need that sits right alongside its existing business. It also gives the company scope to expand the market it addresses.
The new ad:s service will work with sports betting operators in the US as well as globally. Over and above the sports betting market, ad:s is further aimed at businesses interested in marketing to sports fans.
So not only is legal sports betting creating a new corporate landscape, it additionally drives innovation in other directions.
When the Supreme Court overturned PASPA, it was like dropping a penny in a pond. The ripples are spreading ever farther in all directions.
