Football’s governing body in Europe, UEFA, has extended its ties with sports data technology solutions provider Sportradar.
The new three-year deal retains the exclusive betting data rights agreement but has been expanded to include the non-exclusive right to distribute data to non-betting media.
Meanwhile, Sportradar will gain advanced tracking, with the enriched data to improve the company’s artificial intelligence-led products and services.
Sportradar said the new agreement will offer coverage for more than 900 matches each season, up nearly 33 per cent on the previous cycle.
This factors in UEFA’s new formats for its club competitions such as the Champions League, which come into force from the 2024-25 season.
The agreement also covers the Europa League, the Women’s European Championship in 2025 and European qualifiers for the 2026 FIFA World Cup and Euro 2028 will be covered by the new agreement.
Sportradar CEO Carsten Koerl said the partnership will offer clients and fans “unparalleled engagement and value through cutting-edge solutions and comprehensive data coverage.”
“This agreement supports our strategic focus on selectively investing in long-term rights across key global sports, enabling ongoing innovation and enhancement of our offerings,” Koerl added.
UEFA’s marketing director Guy-Laurent Epstein said: “Three years ago we embarked on a journey with Sportradar to tap into the value of match data for betting purposes.
“Sportradar brings to the table a wealth of experience in this field, and we are delighted to be continuing this successful partnership for the next three years.
“As part of the agreement, we will also be continuing our long-standing cooperation to protect the integrity of UEFA and our member associations’ competitions.”
Sportradar and UEFA will extend their 15-year partnership on integrity, with Sportradar supporting UEFA’s Anti-Match Fixing Unit through intelligence and investigation resources and bet monitoring and education services to support the prevention, detection and investigation of match-fixing.
