Sportradar

Timing equals creative: 209% attention uplift in sports

Sportradar’s Ralf Ollig told The Drum at Cannes that display and video ads dynamically triggered around live sporting moments produced an average attention uplift of 209%. Using a Copa del Rey activation as an example, Sportradar dynamically delivered messaging at key live moments to boost attention. Ollig argued brands often over-invest in creative development but underinvest in timing and activation processes, hampered by slow approval workflows. He recommends pre-built frameworks and guardrails so teams can respond in real time; creative ideas remain important, but pairing them with flawless moment-based execution drives impact. The piece is sponsored content and was published on July 6, 2026.

Sportradar Announces New Partnerships and Services

The current version of the webpage highlights changes in the target market, including a shift from 'Teams, Leagues & Federations' to 'Teams, Leagues & Conferences'. Additionally, new services such as 'ORAKO Sportsbook' have been introduced, indicating a strategic expansion in offerings.

World Cup checklist: real-time activation for brands

The article advises brands on preparing marketing operations for the 2026 FIFA World Cup, arguing that success depends on real-time visibility, scalable infrastructure, data-driven insight and fast creative activation. It contrasts traditional planning (ceremonies, half-time) with ‘emerging moments’ (corner kicks, penalties, red cards) that spike fan attention and require automated creative and activation strategies. Sportradar is highlighted for offering a cloud-based tech stack and combining 25 years of historical sports intelligence with live match and fan behavioural data; its Sport Moments Triggers product reportedly delivered large attention uplifts in a cited in-game activation. The piece frames a ‘detect, decide and deploy’ approach as essential to convert live moments into measurable outcomes across the fan journey.