COVER STORY: SPORTRADAR
operators, particularly in soccer, and Sportradar’s suite of micro markets is designed to capture that engagement in real time. Bet builder products take this further, letting bettors put their sports knowledge to work by constructing personalized wagers. These products opened new revenue streams for sportsbooks and saw momentum during UEFA EURO 2024, as bettors took greater ownership of how they engaged with betting.
AUDIOVISUAL PRODUCTS: WATCHING AND BETTING AS ONE EXPERIENCE Audiovisual (AV) products give operators another lever for engagement and retention, by creating an interactive experience where watching and betting happen on the same platform. The rationale is backed by data: Deloitte research shows 75% of viewers are more likely to watch a sports event if they’ve bet on it. Sportradar delivers on this with roughly 650,000 streams across six continents, alongside next-generation viewing products. Client feedback consistently reinforces the value of pairing AV with betting in tennis alone, ATP matches streamed in 2024 and 2025 generated signifi cant ticket volume on average than non-streamed matches. Products like Sportradar 4Sight Streaming and Live Channel Promotion take this further by providing operators with richer, more contextualized content. By surfacing insights that inform betting decisions in real time, these tools create a seamless viewing-and- betting experience, so fans stay in session longer and come back more often.
MARKETING SERVICES: REACHING FANS IN THE MOMENT
Sportradar’s Marketing Services meets fans and bettors where they are, at the right moment, through the right channel. Powered by the company’s Sports Moments technology, this omnichannel service helps operators plan, activate, and optimize campaigns proactively rather than reactively. By combining historical data, live data, and fan behavioral data, Sportradar identifies the sports moments most likely to resonate, and most actionable for betting and iGaming brands looking to connect with their audience.
This shows up as dynamic creative advertising, triggered by live match events, ensuring ads land at exactly the moment they’re most relevant and emotionally resonant. Campaigns built around live sports moments generate more than double the attention (209%) of the average display ad, proof that timing and context outperform generic creative.
These ads reach fans wherever they are: Digital Out of Home screens at stadiums or on transit networks in host cities, or across social channels - all designed to make brand moments more memorable. The results speak for themselves. During the 2025 UEFA Champions League fi nal, during a 5-0 win for Paris Saint-Germain over Internazionale, a sportsbook client achieved a 23% uplift in purchase intent by activating real-time odds and creative tied to live match events. The lesson: the most effective ad isn’t the biggest one, it’s the one that shows up in the right context, at the right moment, for the right person.
ANEWERAOF SPORTS CASINOENTERTAINMENT
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REAL-TIME ANDHISTORICALHYBRID CONTENT CORE IGAMING PORTFOLIO
GIO AUGUST 2026 7
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