Sportradar Partners With The NFL On Official Data: Here’s What It Means

Written By Nicholaus Garcia on August 14, 2019 - Last Updated on August 19, 2019

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.

According to research from the American Gaming Association (AGA), the NFL stands to gain roughly $2.33 billion from legalized sports betting.

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.”

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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.

However, only two states, Tennessee and Illinois, have mandated the use of official league data, the latter of which carries a substantial amount of gambling clout.

“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?

Nicholaus Garcia Avatar
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Nicholaus Garcia

Nick has had stints in Chicago and Washington, D.C., writing about politics, financial markets, and sports betting. He graduated from Texas Tech University and completed his master's degree in journalism at Columbia College Chicago.

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