Sports data firm Sportradar teams up with sports and DFS programming company SportsGrid to launch free 24-hour sports betting network.

Sports data and analytics firm Sportradar is teaming up with sports and DFS programming company SportsGrid to launch the first free 24-hour sports betting network.

The new network will be the first of its kind dedicated to the sports betting audience, and will combine Sportradar’s ad tech, OTT technology and data with SportGrid’s original specialised programming, serving fans accurate coverage and analysis of statistics and odds across pro sports.

Discussing the partnership SVP US Advertising and OTT at Sportradar, Jason Sukhraj, said:

“Sportradar is always looking to enhance the fan experience through the use of data and technology,

“Collaborating with the SportsGrid executive team provides us with the platform to mesh our core competencies around betting with their programming talent and address the increasing demand for information and content geared around sports gaming.”

The collaboration will incorporate Sportradar’s ad:s service, which gives bookmakers a range of marketing solutions that are billed to “eliminate waste” and streamline marketing spend (see SPORTRADAR ENTERS MARKETING WITH LAUNCH OF AD:S SERVICE). The service will also be offered to other brands looking to reach the betting community through program sponsorship and targeted ad spends across video and audio.

Commenting on the development President of SportsGrid, Louis M. Maione, said:

“The integration of Sportradar data and technology into our content is game changing for our free twenty-four hour audio and video gambling network. This partnership showcases our combined vision of delivering the true convergence of content, data, and gaming to the millions of sports fans craving this informative and entertaining programming.

“Joining forces with Sportradar instantly affords SportsGrid with the ability to provide unquestionable best of breed sports wagering programming. Additionally, Sportradar’s delivery of a robust video solution ensures our content is placed where fans want to consume it, stamping our foothold as a market leader in the space.”

AYO.NEWS says:

With the US sports betting market still only suggesting its true potential, many sports operators will be looking for effective marketing to establish their brands with the American market, which unlike the UK market, doesn’t already have almost unassailable brand loyalty with existing bookmakers. With affiliate marketing rapidly becoming less effective, inefficient and generating huge liability problems in some markets, the appeal of targeting marketing through a unified content network like this may also be increasing.