The sports betting deal experts have been waiting for has arrived.
The NFL officially has a partner to distribute its official data and its none other than Sportradar.
NFL & sports betting
Gambling experts have been speculating when the NFL would get on board the partnership train and who it would choose. The NHL, MLB and NBA secured their partnerships with Sportradar. The NCAA, PGA Tour and NBA (again) went with Genius Sports.
But the NFL meticulously took its time and has been in no rush to lock down a deal — until now.
“It’s a new world, and it’s a new day as far as the legalized sports gambling landscape,” Hans Schroeder, the NFL’s chief operating officer, told Bloomberg on Monday.
“Our view is, let’s be right. When we actually go to market, we don’t want to worry about being first; we want to be right,” Schroeder said.
Breaking down the Sportradar & NFL partnership
While specifics of the agreement were not released, Sportradar has secured the exclusive rights to distribute official NFL data to legal sportsbooks across the US and abroad.
Additionally, the NFL will use Sportradar’s “comprehensive and award-winning integrity service” to monitor betting during the upcoming season.
Carsten Koerl, CEO of Sportradar, said this is “undoubtedly” one of the most significant partnerships in the company’s history.
“We are confident we will maximize our strong partnership with the NFL and deliver groundbreaking products across the gaming, fantasy and the media worlds,” Koerl said in a statement.
Here’s more from Koerl:
“As the unequivocal global leader in sports data, we are ideally positioned to support the NFL in providing innovative products to enhance the way fans experience the game and help maintain the continued integrity of the NFL competition.”
What the Sportradar deal means for official data providers
Sportradar has slowly positioned itself as the marquee data provider in the US. On top of deals with NASCAR, MLB and the NHL, the company signed a $250 million deal with the NBA in 2016.
The data giant also works with some of the premier sportsbook operators in the country, including:
Official data has been a heated topic of discussion following the repeal of PASPA in May of last year.
“Whether the market is big, small or somewhere in between, that doesn’t matter to us, Schroeder said. “What matters is making sure that we’re delivering a feed and data that is consistent and best-in-class.”
Rest assured, the market will be enormous for the NFL. The question will be, how much bigger can it get?