Sportradar and NHL Cement Partnership With Global Data Rights Deal

Swiss gambling data company, Sportradar “the leading global provider of sports data intelligence" has entered into a ground-breaking 10-year agreement with the NHL that will give the data provider the exclusive right to distribute valuable NHL data to sportsbooks and media companies not only in the US but around the world.

The partnership deal builds on an existing relationship between the two sporting entities and brings not only data distribution rights but also NHL livestreams to gambling operators globally. Out-of-market games will be included in the distribution stream, thanks to Sportradar's ad:s platform which will help the NHL identify and eventually source international betting sponsorships.

“The NHL has been a terrific partner for Sportradar for nearly seven years,” said Carsten Koerl, Sportradar’s CEO. “This agreement truly highlights the global, multi-vertical, wide-ranging capabilities of Sportradar’s technology solutions and reflects how we use data to create engaging, personalized experiences for our partners and customers.”

Why It Is Such an Important Deal

Sportradar has been aligned with the NHL in the US since 2015 but data distribution overseas was a gaping hole in the partnership between the league and Sportradar. NHL betting doesn't only happen in the US - European markets are as strong and hungry for wagering opportunities and related data as US markets.

“The NHL is a huge opportunity for us in a lot of markets where we have big betting operator clients, in Scandinavia, Eastern Europe and elsewhere,” Steve Byrd, Sportradar’s U.S. head of sports content and partnerships, said in an interview. “We’re excited to have video rights to stream games there, and to be doing these sponsorship packages that tie a lot of the rights together.”

Sportradar's exclusive global data distribution with the NHL is the first of its sort for the data provider and will allow it to reach markets in which the NHL is a bigger betting draw than the US. Simply put, Scandinavia, Russia and Eastern European countries are more hockey-centric that the US market.

Financial details weren't released but thoughts are that it exceeded the $250 million bid that Sportradar won for exclusive data distribution rights with the NHL in the US market last year.

More About the Agreement Details

Sportradar's technology is part of the ongoing efforts for sports leagues, teams and betting providers' efforts to enhance fan engagement. Betting on games and having a good basis to do so is seen as a major aspect of that goal.

The ability to bring new and exciting opportunities for NHL bettors around the world is seen as critical for the betting industry going forward, and data will certainly be a huge part of that. With everybody trying to get a leg up, Sportradar as one of the top data providers in the world is looking to capitalize on their unique situation within the space.

Included will be a revolutionary Puck and Player Tracking technology that Sportradar is at the forefront of. Sensors will be installed in pucks and player jerseys throughout next season and beyond, allowing analysts and bettors to track such metrics as skating speed, shot velocity and distance travelled. It is, in essence, sports data on steroids for the future of hockey.

The Right Fit

Sportradar has been on the cutting edge of data distribution for years and despite some recent setbacks like their recent loss of an exclusive data distribution deal with the NFL, they have shown an eagerness to progress and to build their impressive brand. Data, with the evolution of sports viewing and sports betting isn’t going away. The NHL saw the writing on the wall and tethered themselves to one of the top data providers in the world.

“As the global leading provider of sports data for the media and betting industry, Sportradar has the unique expertise to help us deliver stats, insights and video content to our fans, who are extremely tech-savvy and constantly crave new and compelling ways to engage with our sport,” said NHL Commissioner Gary Bettman. “The capabilities, versatility and global scale of Sportradar’s platforms and products will assist us in providing fans, media and sports betting companies around the world with a greater depth of data and more immersive experience with the game. We’re thrilled to continue and deepen our important partnership with Sportradar and look forward to delivering a best-in-class fan experience through our collaborations over the next decade.”