MLB takes equity stake in Sportradar

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Sportradar has secured a long-term extension of its decade-long MLB partnership, which includes MLB acquiring an equity stake in the sports technology company.

The extended deal, which lasts until 2032, will begin at the start of the 2025 season and see Sportradar exclusively distribute MLB’s ultra-low latency data, media content, and audiovisual content across 800 sportsbooks and 900 media companies including Latin American and Asian markets.

As part of the deal, Sportradar will pay the applicable annual license fees and MLB will be issued up to an aggregate of 1,855,724 Class A ordinary shares during the term of the arrangement, subject to customary terms, conditions and adjustments.

Carsten Koerl, Chief Executive Officer at Sportradar, said, “We are thrilled to continue our long-standing partnership with MLB, and this agreement represents a new, exciting chapter in our journey together. Our collaboration is not only about leveraging cutting-edge technology and content but also working together to create innovative products that enhance fan engagement and bring fans closer to the game.

“By combining our strengths, we can unlock new opportunities and reach more sports fans around the globe to shape the future of sports entertainment. This deal, which is immediately accretive to our business, will drive value for our shareholders as we continue to expand margins and generate strong cash flow.”

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Sportradar’s partnership with MLB began in 2014. Since then, Sportradar has continuously provided its integrity services to the MLB, including its Universal Fraud Detection System, which helps monitor betting activity.

Kenny Gersh, MLB Executive Vice President, Media and Business Development, said: “Sportradar has been a great partner to MLB, particularly helping us navigate the legalization and continued evolution of the global sports betting landscape.

“Over the course of our partnership, Sportradar has consistently developed great products utilizing MLB’s best-in-class data. MLB is delighted to continue innovating with Sportradar to create engaging products and services for MLB fans globally.”

The two parties also have plans to collaborate on AI-driven products built using player tracking data to create immersive, hyper-personalized fan experiences.

Genius Sports spoke to COMPLETE iGAMING last week about how its data and tech capabilities have been used to create its interactive streaming product BetVision, initially for NFL games but with a view to being rolled out across soccer and basketball leagues this year.