Sports data specialists Sportradar are branching out into providing B2B marketing services for betting operators.
On Wednesday, Sportradar announced the debut of its new ad:s platform, which aims to provide sports betting operators with a “full-service marketing offer.” The new service will be headed up by betting and media sector veteran Rainer Geier, and will operate as part of Sportradar’s Sports Media Strategy under managing director Felix Geyr.
The company says ad:s will offer “sophisticated and data-driven marketing solutions” that will enable bookmakers to stand out from the increasingly crowded betting herd. These solutions will include “sponsorship consulting, SEO and SEA marketing, UI/UX consulting, digital traffic networks, programmatic advertising, pop-under ad networks, ad products and affiliate marketing.”
The ad:s service will also be “embedded across Sportradar’s media products,” thereby allowing clients to “further target desirable customers for bookmakers.” Geyr, who called ad:s “a natural and necessary evolution of our global sports betting business,” said he saw ad:s having its greatest impact in digital “pre-game, in-game and post-game opportunities.”
Sportradar says its new marketing division came about “in response to the strong demand and interest from the betting industry.” But ad:s will also partner with “non-betting related brands that are looking for exposure into the sports enthusiast market.”
Sportradar made its name providing sports data intelligence to over 1,000 companies around the globe, including many betting outfits. The company’s ties to US gambling operators and sports leagues have surged following last year’s US Supreme Court ruling overturning the federal betting prohibition.
Sportradar uses its data collection capacity to spot threats to match integrity, and the company recently pushed back against an Independent Review of Integrity in Tennis report that recommended discontinuing data sales to reduce the scourge of manipulation that has plagued the sport. Sportradar claimed that doing so would bring “further risk to the integrity of the game, with potentially irreversible consequences.”