Sports data and technology company Sportradar has agreed a deal with Tennis Data Innovations (TDI), a specialist joint venture vehicle of ATP and ATP Media.
The multi-year agreement will see London-based Sportradar gain the global data and streaming rights for betting for all ATP Tour and ATP Challenger Tour events. This also includes the Tour’s media data rights.
The organisations have described the ambition of the new collaboration as ‘driving commercial growth for the sport and enhancing fan engagement opportunities for the downstream market through the development of new betting and media products.’
The deal, which commences in December 2023, will see the ATP Tour benefit from Sportradar’s ATP Service+, a purpose-built suite of solutions offering fans and bettors the chance to engage with tennis via numerous products and services that utilise ‘previously unavailable deep data.’
“The partnership will be a catalyst for innovation to create unique growth opportunities across new global markets.“
David Lampitt, TDI CEO
ATP Service+ features include augmented streaming, immersive 3D animations, expanded in-play betting markets, short-form video highlights for registered users and a range of personalised and targeted betting products.
Sportradar will also work with TDI to create products for media, showcasing ‘in-depth statistical analysis and insights’, as well as providing its OTT solution to stream live match coverage of the ATP Challenger Tour, via ATP’s Challenger TV.
In addition, the pair will introduce the Tennis Innovation Lab that aims to address ‘emerging opportunities to support ATP’s vision to establish tennis as the most technologically advanced sport in the world.’
Sportradar will also help by supplying its integrity services for all ATP Tour and ATP Challenger Tour events to safeguard competitions against the threat of betting-related match fixing and corruption.
David Lampitt, TDI CEO, commented, “This is a landmark opportunity to realise our growth ambitions and deliver on our commitment to take the fan experience to the next level. In partnership with Sportradar, we will develop and integrate advanced technologies to provide fans with a more immersive and entertaining experience.
“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.”
Carsten Koerl, Sportradar CEO, added, “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. This will allow us to effectively monetise the relationship, while delivering new ways for bettors and fans to experience the sport of tennis.”
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