BetMGM announced extending its partnership with Sportradar for access to products and services that include official NBA optical tracking data.
The agreement will enable the online gambling operator to grow its prop markets, same-game parlay portfolio, and in-play betting markets.
BeMGM to access products and services using official NBA optical tracking data
According to the press release, the deal allows BetMGM access to “next-generation products” for the first time.
Optical tracking allows a company, like Sportradar, to track players in real-time while giving real-time data about a particular player’s position and orientation. BetMGM will benefit from services that leverage NBA optical tracking data provided exclusively by Sportradar through its partnership with the NBA.
As the new NBA season started on Oct. 24, BetMGM Chief Product Officer Jarrod Schwarz expressed his enthusiasm about the agreement extension. In a Sportradar news release, he said:
“Sportradar’s league data has enabled BetMGM to enhance our product offerings since we first partnered with them in 2018. We expect the upcoming NBA season to be outstanding and look forward to leveraging this data for years to come.”
Eduard Blonk, Chief Commercial Officer at Sportradar, added: “We’re pleased our value-added products and services will unlock the potential of NBA optical tracking data for BetMGM while supporting the return on investment of our partnership with the NBA.”
NBA and Sportradar announced agreement extension in 2021
The NBA and Sportradar announced an expansive multiyear partnership agreement in 2021.
The companies announced the deal to see the NBA use Sportradar’s global and extensive capabilities to grow US operations, increase their international footprint, and drive fan engagement.
This new partnership began with the 2023-24 NBA season and provided the NBA with an equity stake in Sportradar.
This deal extended a partnership started in 2016 when Sportradar and the NBA revealed a multiyear agreement that made Sportradar an official real-time NBA League Statistics provider.
Sportradar keeps expanding its portfolio
Sportradar signed a few partnerships with prominent operators during the last couple of months. In July, the sports technology company extended its partnership with Caesars Sportsbook to provide it access to NBA optical tracking data.
In August, US Soccer teamed up with Sportradar to provide the data company with exclusive rights to collect, license, and distribute its official betting and media data to US and international markets. Around the same time, Sportradar agreed to prolong a media partnership with NASCAR.
Earlier in October, Sportradar and Huddle signed a contract to improve Huddle’s online betting odds feed.