Sportradar links with ATP to usher in “future of tennis betting”

Novak Djokovic on the ATP TOur
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Sportradar has penned a multi-year agreement with Tennis Data Innovations (TDI) to gain the global data, streaming rights for betting and media data rights for the ATP events.

Aiming to usher in a new era of tennis betting, the collaboration sees Sportradar gain the rights to distribute streaming and data for the ATP Tour and ATP Challenger Tour events. 

The primary aim of the partnership is to drive commercial growth for tennis and enhance fan engagement. This will be done through developing new betting and media products to entice fans and further engage with the sport. 

Carsten Koerl, Sportradar CEO, commented: “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.”

Beginning this month, Sportradar’s ATP Service+ suite of solutions seeks to offer new ways for fans and bettors to engage with tennis through ‘next-generation, value-add products and services’. 

Aiming to drive better performance for Sportradar’s operator partners, ATP Service+ features include augmented streaming, transforming live streams with ‘immersive’ 3D animations, expanded in-play betting markets, short-form video highlights as well as personalised and targeted betting products.

Moreover, the deal will see Sportradar work with TDI – a joint venture between the ATP and ATP Media – to create more in-depth statistical media products to help viewers be better informed about the games they watch. 

This will utilize Sportradar’s OTT solution to livestream ATP Challenger Tour games on ATP’s Challenger TV. 

Finally, the creation of a joint Tennis Innovation Lab will seek to take advantage of emerging opportunities in the aim of supporting ATP’s vision to establish tennis as ‘the most technologically advanced sport in the world’.

David Lampitt, TDI CEO, added: “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.”