SOPHIE THOMAS VP Group Operations
PATRICK MOSTBOECK SVP Fan Engagement
Sportradar Bringing NBA bettors courtside
Sophie Thomas, VP Group Operations, Patrick Mostboeck, SVP Fan Engagement, and Blaz Zitnik, SVP Betting Entertainment Tools, explain why Sportradar’s new suite of fan engagement solutions represent the next phase in the evolution of basketball consumption.
Can you provide our readers with an overview of Sportradar’s collaboration with the NBA?
Sophie: Sportradar is a long-term strategic partner of the NBA and as such we're fully invested in creating further value for the NBA and our clients. We began working with the league in 2016 as a provider of real- time statistics for media. In 2021, we expanded our partnership with a landmark 10-year global agreement, including exclusive betting, media, rest of world AV rights, and access to tracking data. At the core of this partnership is a true commitment to collaborative innovation and a drive to transform how fans experience and engage with the league.
We're working closely with the NBA to develop the next generation of immersive and engaging products, creating stories out of every three pointer or steal, retaining fans for longer and ultimately creating value out of the NBA and clients across betting media and performance to an unmatched breadth and depth of exclusive NBA content, including skeletal tracking data and deep analytics. With our AI-fuelled proprietary technology, we're able to innovate in a way that no one else can. We provide the full ecosystem with unique customisable solutions to deepen fan engagement, drive growth, and increase wallet share.
Fan engagement has become something of a buzz phrase recently. Can you explain why the industry is so focused on fan engagement?
Patrick: Fan engagement has become an important topic in our industry, It builds a strong relationship between the team and their fans and can
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lead to increased loyalty and most importantly from a commercial perspective, increased revenue. Te NBA has a massive global fanbase, which we are very excited about from a sports betting perspective. We estimate the league has more than two billion fans worldwide, who have combined to watch more than 26 billion video views on social last season. To give you a figure from a betting perspective, there were more than 112 billion euros bet during the last season which equates to more than 50 per cent of global turnover in terms of basketball.
Fan engagement is evolving as the worlds of sport, betting and media converge. Traditional methods of engaging with sport have evolved dramatically. What historically has been covered by traditional broadcasting on newspapers has shifted to streaming platforms and social platforms. Over time it has created a significant opportunity for fans and consumers to be closer to the game. Modern fans engage with real-time and bite-sized content. A recent case study of NBA has shown that almost half of their fans, so one billion - view only portions of the game rather than watching a game in full, which provides a need for us to adopt the way how we build our products to engage with those fans.
How is Sportradar helping the NBA to transform the fan experience?
Sophie: Without doubt, the big driver behind this transformation is technology. Te NBA is ahead of the data curve with skeletal tracking data for every player on the court and the ball, which is available exclusively to us at Sportradar. But coordinates don't tell us much without context. Tis forms the foundation - enabling product innovation and
BLAZ ZITNIK SVP Betting Entertainment Tools
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