21 May 2021

Sportradar partners with Baltimore Ravens and New York Jets to continue US expansion


Sportradar has continued its commercial strategy of expansion in the US sports betting market by securing partnerships with the Baltimore Ravens and New York Jets of the National Football League (NFL).

The agreement will see the data and analytics provider leverage ad:s – its full service, data-driven marketing solution – to refine the affiliate and marketing strategies for both teams, with a specific focus on legal sports betting partners.

Areas of focus will include the delivering of technology to creative assets as well as the production of data driven content for programmatic advertising campaigns, to serve the wider objective of ‘personalising the fan experience and deepening the degree of engagement’.

“Sportradar is thrilled to be working with the Jets and the Ravens on this strategic initiative in the ever-evolving US market,” said Mike Smith, Head of Advertising, US, Sportradar. 

“Legalised sports betting presents new and unique opportunities for teams, as well as betting operators, and the Jets and Ravens are taking a step in raising the value of their brands for their respective betting sponsors. 

“Our end-to-end platform provides each team a number of levers they can pull to ensure they’re delivering a personalised experience based on their distinct fanbases, while maximising their marketing investment.”

According to Sportradar, this will mark the first time US professional sports teams have utilised the services of sports technology companies in order to enhance their marketing capabilities.

The partnerships with two popular NFL franchises provides a significant boost to Sportradar’s US expansion strategy, with the firm already in a strong market position following its acquisition of US-based sports technology and analytics company Synergy Sports – a leading company in data and video analytics for the US college and professional sports sector.

Furthermore, Sportradar is the only data provider to hold official ‘keystone’ partnerships with the big four sports leagues – the National Football League (NFL), the National Basketball Association (NBA), the National Hockey League (NHL) and Major League Baseball (MLB).

“This innovative relationship with Sportradar will allow the New York Jets to optimise the overall performance of our legal sports betting partners, both inside and outside of our ecosystem,” added Jeff Fernandez, New York Jets Vice President, Business Development and Ventures.  

“The ability to engage, acquire, convert and retain customers in this super competitive and rapidly growing space is of the highest priority for operators.  Sportradar’s proprietary technology and expertise in reaching sports bettors via predictive analytics will be extraordinarily valuable to Official LSB Sponsors of the Jets.” 

Kevin Rocklitz, Chief Sales Officer at the Baltimore Ravens, commented: “As we continue increasing our visibility in the world of sports betting and digital gaming, the Baltimore Ravens are honoured to be among the first NFL teams to partner with an industry leader in Sportradar.

“Through its unmatched sports data intelligence, Sportradar provides an efficient and robust outlet for our partners to better engage with and cater to fans in this rapidly evolving industry.”

In addition to professional sports organisations, Sportradar also recently strengthened its presence in the American sports broadcasting space by enhancing its relationship with NBC with an updated data agreement.

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