It’s another overhead smash for Sportradar.
The prominent sports data firm announced it will launch a new data-focused initiative for the ATP. The ATP is an international governing organization for men’s professional tennis.
This notches another big partnership for a company that’s already inked deals with NASCAR and US Soccer in the past four months.
The company will offer the ATP and its fans a dynamic experience driven by Sportradar’s bespoke ATP Service+ platform. They’ve also secured streaming and media data rights for all ATP Tour and ATP Challenger Tour tournaments.
Sportradar will work with Tennis Data Innovation (TDI), the ATP’s data division, to bring ATP Service+ to fruition this month. In a Sportradar news release, CEO Carsten Keorl said:
“As the leading sports technology company, we are ideally positioned to deliver against ATP’s ambitious growth plans. This truly collaborative partnership will result, through the application of technologies, such as computer vision and AI, in the creation of engaging products and services as part of our ATP Service+ offering.”
Monetization is at the core of a growing Sportradar-ATP partnership
Sportradar’s ATP Service+ will provide three main areas of data presentation and protection to the ATP:
- Customer-facing: Sportradar will use deep data to enhance live streams, offering 3D animations, expanded in-play betting, video highlights, and targeted betting options.
- Media-facing: Sportradar will generate statistical deep-dives that media outlets can use to enhance their tennis coverage, and it will launch a “Tennis Innovation Lab” that will focus on data and technological advancement.
- Integrity: Sportradar will monitor integrity threats and curb threats to betting integrity such as match-fixing and corruption.
Koerl said the suite of new offerings will help Sportradar monetize its relationship with the ATP.
CEO of TDI, David Lampitt, said Sportradar’s plans for ATP’s customers and media relationships will drive the sport forward and expand its following. “This is a landmark opportunity to realise our growth ambitions and deliver on our commitment to take the fan experience to the next level,” Lampitt said.
“The partnership will be a catalyst for innovation to create unique growth opportunities across new global markets. Our aim is not only to deliver great enhancements for our existing fans but also attract a generation of new fans to the game.”
ATP deal is another win for Sportradar
Since sports betting launched en masse in the United States in 2018, Sportradar has managed to become the pre-eminent sports data provider for the country’s professional sports leagues.
This past summer, it inked deals with NASCAR and US Soccer. Additionally, it’s a partner of the NBA, NHL, MLB, UEFA, and FIFA, essentially cornering the market on some of the world’s leading sports leagues and organizations.
On the shareholder side, the moves seem to be paying off. Sportradar’s US revenue increased 11% year-on-year in Q3 this year.