Sportradar is aiming to enhance the tennis betting experience for operators and players through a partnership with professional tennis tour ATP.
The multi-year agreement, commencing this month, will see Sportradar partner with Tennis Data Innovations, a joint venture of ATP and ATP Media.
Sportradar will gain access to global data and streaming rights for betting and media data rights for all ATP Tour and ATP Challenger Tour events.
As part of the deal, Sportradar will use its ATP Service+ suite of solutions, which include augmented streaming, expanded in-play betting markets and short-form video highlights.
Sportradar will work with TDI to create products for media and to showcase in-depth stats and insights, as well as utilise Sportradar’s OTT solution to stream live match coverage of the ATP Challenger Tour.
The creation of a joint Tennis Innovation Lab, meanwhile, will look to address emerging opportunities to support ATP’s vision to establish tennis as the most technologically advanced sport in the world, Sportradar said.
David Lampitt, TDI CEO, said the company is looking to “take the fan experience to the next level” by providing a “more immersive and entertaining experience.”
He added: “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.”
Carsten Koerl, Sportradar CEO, said the deal will result 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,” Koerl said.
Sportradar's Integrity Services will be employed in the collaboration to to safeguard competitions against the threat of betting-related match fixing and corruption, including monitoring and addressing integrity threats and risks through due diligence and investigation support.
