Sports data and content provider Sportradar has signed an expanded agreement with Badminton Europe (BEC), the sport’s governing body on the continent.
The multi-year deal will see Sportradar become the official and exclusive data partner to BEC for all of its competitions, building on the betting and broadcast partnership that has been in place since 2015.
Sportradar will supply betting operators and media platforms around the world with data from over 35 BEC tournaments each year, including flagship events the European Championships, European Men’s & Women’s Team Championships and European Mixed Team Championships.
As global media rights holder, Sportradar will work with the BEC to increase the profile of its tournaments and competitions in key markets across Europe and Asia, as well as in new and emerging territories worldwide.
Sportradar will also provide BEC with an over-the-top (OTT) advertising service to showcase match action and editorial content, while the Sportradar ad:s team will market sponsorship inventory to interested advertisers.
In addition, Sportradar will develop and launch a new BEC website, and provide its Data Toolkit, allowing BEC to take control of its data and integrate with the new site.
“The extended partnership with Sportradar to include an OTT platform, a new website and a Federation Data Toolkit will strengthen our digital footprint,” BEC general secretary Brian Agerbak said. “It is an important strategic target for us to grow our digital followers and allow them access to our digital services through a single sign on process.
“Furthermore, growing our media exposure and increasing global visibility for our products are key components for us.”
Sportradar senior director Lutz Tigges added: “We value the success we’ve had working alongside BEC these past few years and the trustful partnership we’ve developed. Together we grew technical and commercial standards including the global reach of Badminton events.
“Now, we’re excited to be supporting them as they utilise our broad range of products and services to grow the profile of their sport around the world and work towards their long term commercial goals.”
The expanded deal comes after Sportradar this month appointed former Paddy Power Betfair executive Alex Gersh as its new chief financial officer.
Gersh will report directly to chief executive Carsten Koerl and will be responsible for the financial management, planning and performance at the sports data and betting services provider. This will include reviewing major investment decisions and new business opportunities.
