Sportradar, a global provider of sports betting and sports entertainment products and services, on Thursday said it has formed strategic partnerships with the New York Jets and Baltimore Ravens.
The parties said Sportradar will support the Jets and Ravens by maximizing sponsor performance and unlocking new opportunities for their partners in the rapidly growing legal sports betting category.
Mike Smith, head of advertising in the US for Sportradar, said the company will use ad:s, its data-driven marketing solution, to help each team enhance their sponsorship and affiliate marketing strategies for legal sports betting partners.
Smith said in a statement Sportradar will tap its relationships across the sports betting and sports entertainment ecosystem and will offer the teams technology that will “inform dynamic creative assets and produce data-driven content to be featured in programmatic advertising campaigns, in the interest of personalizing the fan experience and deepening the degree of engagement.”
The parties said this approach will create efficiencies in sponsorship activations and increase the effectiveness of customer acquisition initiatives.
According to Sportradar, this will mark the first time major US professional sports teams have partnered with a sports technology company to address these types of marketing needs in such a manner.
“Sportradar is thrilled to be working with the Jets and the Ravens on this strategic initiative in the ever-evolving US market,” said Smith. “Legalized 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 are delivering a personalized experience based on their distinct fan bases, while maximizing their marketing investment.”
Jeff Fernandez, New York Jets VP of business development and ventures, added: “This innovative relationship with Sportradar will allow the New York Jets to optimize the overall performance of our legal sports betting partners, both inside and outside of our ecosystem. 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 Rochlitz, chief sales officer for the Ravens, said as the team continues increasing its visibility in the world of sports betting and digital gaming. “The Baltimore Ravens are honored 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.”
