Sportradar touches down with NFL distribution deal

21 April 2015

Sports and betting-related data company Sportradar has entered into a multi-year partnership with the NFL American football league.

Under the agreement, Sportradar’s US arm will serve as the NFL’s exclusive distributor of statistics to digital outlets.

The deal will cover official real-time scores, player statistics and play-by-play data.

The agreement will also include the distribution of the NFL’s Next Gen Stats, an initiative that was introduced during the 2014 season and features real-time, location-based data including players’ speed, acceleration and distance travelled during each match.

All NFL data will be distributed to digital outlets across platforms such as mobile applications, social media platforms and connected devices.

Although the terms of the deal were undisclosed, it was confirmed that the partnership would begin in the 2015 season.

“Statistics are core to the fan experience, and being able to broadly deliver new, differentiated viewpoints is compelling,” NFL vice-president of media strategy and business development, Vishal Shah, said.

“Next Gen Stats is an exciting initiative that adds tremendous breadth and depth to our sport.

“The ability to partner with Sportradar US, with its focus on technology and high quality data distribution, enables the NFL bring these great experiences to the rapidly growing sports data market and our fans

The deal comes shortly after Sportradar rebranded its SportsData operation as Sportradar US in an effort demonstrate its commitment to the US market.

Ulrich Harmuth, president of Sportradar US, added: “We are thrilled to partner with the NFL in developing a completely new data category that will boost the fan experience as well as improve how the NFL and its partners interact with their fans.

“At Sportradar we pride ourselves on being both a development and a technology partner to leagues and customers, and we are looking forward to working hand in hand with the NFL and exploring all the innovative possibilities this partnership opens up for both organisations.”

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