Sportradar
Sports data, betting software and marketing tech for operators.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Sportradar Group AG
- Entity type
- COMPANY
- Founded
- 2001
- Headquarters
- Switzerland
- Company size
- 1,001–5,000
- Market role
- B2B SaaS Provider
- Ticker
- SRAD
- Official website
- sportradar.com
What Sportradar does
Sportradar operates a B2B platform model built around proprietary and licensed sports data, odds and media rights, which it packages into software, APIs, operational platforms and marketing tools. It creates value by collecting and normalising sports data, embedding that data into operator and media workflows, and then expanding account value through adjacent products such as sportsbook infrastructure, CRM personalisation, audience identity, advertising activation and streaming solutions. Acquisitions have been used to broaden product coverage and strengthen the stack.
Category differentiation
Sportradar is not a consumer sportsbook or sports media publisher for end users. It is a B2B sports data, betting technology and marketing technology supplier serving operators, media companies and rights holders.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Sportradar is a Swiss public B2B sports technology company that supplies sports data, odds feeds, betting infrastructure, streaming and broadcast tools, analytics, identity products and marketing technology to betting and gaming operators, media companies, leagues, teams, rights holders, broadcasters and developers. Its portfolio spans core data and API products, sportsbook and iGaming software, fan identity and CRM tools, and a betting-focused demand-side advertising platform. The company makes money through recurring software licences, data subscriptions, usage-based API and feed access, enterprise platform fees, integration and service revenues, and advertising-related take rates or media margins. Its strategy is to aggregate proprietary sports data, official rights, software infrastructure and audience tools into a broader operating stack for sports betting, media distribution and fan monetisation.
Company news briefing
Briefing updated:
Sportradar has expanded its prediction market partnership with Polymarket to encompass over 20 global sports leagues and secured an official data and AV betting rights agreement with Euroleague Basketball, reinforcing its live-data monetisation. Alongside its previously announced £250 million share repurchase programme, the firm continues to scale its real-time sports marketing technology, leveraging live match intelligence and dynamic creative triggers to drive substantial attention uplifts for advertiser campaigns.
Business model & monetisation
Sportradar monetises through recurring B2B SaaS contracts, enterprise software licensing, data and odds subscriptions, usage-based API access, platform and integration fees, and advertising-related revenue streams. Its ad:s product generates revenue through programmatic media spend, performance-oriented pricing and take rates or margins on campaign activation, while sportsbook, CRM, identity and streaming products are sold as contracted software platforms with recurring fees. Data products are sold on tiered commercial terms based on scope, latency, access and usage volume.
- Sports data and odds feeds
- Subscription and usage-based API/data licensing
- Sportsbook and iGaming platform software
- SaaS / enterprise licensing
- Marketing technology and advertising activation
- Media take-rate, performance pricing and software fees
- Streaming and broadcast solutions
- Software contracts and service fees
- Analytics, identity and storytelling tools
- SaaS / data licensing
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Sportradar AG
IAB vendor record: 655
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 3, 4, 10
- Declared feature IDs
- 1, 2, 3
- Declared special purpose IDs
- 1, 2, 3
- Declared special feature IDs
- 1, 2
Products & market categories
Technology
Media Channel
Competitors & alternatives
- SMT
Sports technology platform for live data, graphics and virtual broadcast ads.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Sportradar and Polymarket Significantly Expand Prediction Market Partnership to More Than 20 Global Sports Leagues and Competitions
Recorded impact score: 4.5/5
Sportradar announced a significant expansion of its prediction market partnership with Polymarket to cover more than 20 global sports leagues and competitions. Additionally, Sportradar secured an official data and AV betting rights deal with Euroleague Basketball.
Sports: Biggest Marketing Opportunity, Hardest Activation
Platform · Recorded impact score: 2/5
The article argues that live sport offers unmatched global reach and emotional engagement, making it a major growth area for advertisers. However, activating relevant, timely campaigns at scale is difficult due to the need to understand individual fans, anticipate live moments, rapidly update creative, and deliver ads across channels without delay. Martech that ingests live in-game sports data, combines deterministic publisher data and fan transaction insights, and uses fan-focused DSP and dynamic creative can help bridge the gap. The piece highlights Sportradar's approach and cites market projections and client performance uplifts to illustrate the potential of data-driven, real-time sports marketing.
- Live sport remains appointment viewing and attracted the majority of the 100 most-watched U.S. telecasts in 2024.
- The global sports advertising market is projected to reach $118.7 billion by 2034, with 48% of spend expected to be allocated to digital marketing.
Brands Win Fans by Activating Real-Time Sports Moments
Sponsorship & Brand Integration · Recorded impact score: 2/5
The article reports that sports marketing is shifting from long-run campaigns to real-time 'moments' activation. Nikolaus Beier, senior vice-president for marketing services at Sportradar, argues that live data, dynamic creative and smarter targeting enable brands to react to in-game emotions and storylines. The 2026 Fifa World Cup expanded opportunities for brands, but the key change is technology that democratizes sponsorship, allowing faster identification and activation of commercially valuable moments. The piece references two videos in which Beier explains how technology reshapes sponsorship and offers a practical playbook for spotting and activating moments.
- Nikolaus Beier is senior vice-president for marketing services at Sportradar.
- The article states the 2026 Fifa World Cup was the largest international tournament ever, creating more matches and stories for brands to engage with.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Production Operator Trainee(Junior) | Group Operations | Las Vegas, United States of America | |
| Software Engineer(Mid-Level) | Group Product | Ljubljana, Slovenia | |
| Software Engineer(Mid-Level) | Technology and Artificial Intelligence | Ljubljana, Slovenia | |
| Senior Product Manager - AI & Sports Data(Senior) | Group Product | Ljubljana, Slovenia | |
| Game Designer(Mid-Level) | iGaming | Vienna, Austria |
Explore company relationships
Questions about Sportradar
What is Sportradar?
Sportradar is a public Swiss B2B sports technology company providing sports data, odds feeds, betting software, streaming tools and marketing technology.
Who uses Sportradar?
Betting and gaming operators, media companies, broadcasters, leagues, teams, rights holders, marketers and developers use its products.
How does Sportradar make money?
It earns revenue from software subscriptions, enterprise platform fees, data and odds licensing, API usage, integration work and advertising-related take rates.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
20 publicly documented primary sources and citations linked across the market graph.
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