SPORTRADAR ACQUIRES MARKETING AUTOMATION PLATFORM FRESH EIGHT

Sports betting and entertainment products and services provider, Sportradar, has acquired personalised messaging platform operator Fresh Eight Ltd. 

Sportradar says the acquisition will strengthen its digital marketing services platform with a DCO personalisation technology in both display and paid social, enabling sportsbook operators to fully optimise their media investments. 

The technology also allows sports-orientated publishers to control the integration of native and personalised sport-betting content into their platforms. 

Fresh Eight’s acquisition will complement Sportradar’s existing ad:s platform, which offers highly-targeted programmatic advertising capabilities to a significant number of betting and gaming businesses.

Carsten Koerl, Sportradar Group CEO, said: “We have developed ad:s into a substantial business for Sportradar with its platform offering and a significant portfolio of sports-book clients. But the market doesn’t stand still, and we must continually innovate and grow. The acquisition of Fresh Eight will accelerate that growth, as we add this personalization technology to our marketing services offering.”

Andrew Sharland, founder and CEO, Fresh Eight, said: “We founded the business with the ambition to substantially improve advertising efficiency and returns for the world’s leading gambling operators and media groups. Today we partner with some of the industry’s biggest brands in Europe and the US.”

Fresh Eight’s current operator clients include FanDuel, Entain, William Hill and LeoVegas, as well as major sports publishers ESPN, CBS Viacom, NBC Sports and News UK.

Staying with Sportradar, last week the company announced it had signed a data and audio-visual rights deal with Australia’s semi-elite NBL1 basketball league.