Sportradar and ISG seal landmark data partnership with Formula 1

Sportradar and ISG seal landmark data partnership with Formula 1

Tuesday, September 18, 2018 Posted by News Team
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ISG gains the right to sub-license in-play betting rights to operators worldwide

Sports data specialist Sportradar and sports media giant Interregional Sports Group (ISG) have agreed a partnership that will see in-play betting launched for Formula 1 (F1) Grands Prix for the first time.

The deal will see Sportradar and ISG provided with data directly from the track on race weekends to enable the development of in-play betting markets on F1 races.

ISG will also hold the right to sub-license betting partnership rights to betting operators around the world, allowing these partners to feature regionalised branded on-screen graphics on F1 coverage, as well as physical and virtual trackside signage.

It will also see Sportradar deploy solutions from its Integrity Services division to ensure F1 competitions are protected from betting-related match-fixing and corruption. 

“F1 is delighted to partner with ISG, which has demonstrated its impressive global capabilities through working with the likes of Serie A and La Liga,” Formula 1 managing director of commercial operations Sean Bratches said. “We are also hugely excited to work with ISG and Sportradar on making the most of the data which is generated at every Grand Prix. Sportradar are world leaders in data distribution and share our passion to make F1 a significant player in this field. 

“Data and sponsorship partnerships like this are common practice across almost all premium sports and this is the latest step in our mission to make Formula 1 the world’s leading sports entertainment experience,” Bratches said. “This deal allows us to develop new and exciting ways for Formula 1 fans around the globe to engage with the world’s greatest racing spectacle, while ensuring integrity with best practice oversight from Sportradar.”

ISG Group joint executive chairman Tony Ragan said F1 was a “perfect fit” for his company’s business model of helping rights holders segment global audiences through regionalised virtual advertising. 

“Across the ISG Group we enhance rights holder and brand relationships using our expertise in technology, unique content development and comprehensive activation programmes,” he explained. “We will be working with Sportradar to create products that will be both exciting and engaging for the global betting public helping them feel even more involved in what is one of the most thrilling sports in the world.” 

Sportradar managing director of group operations David Lampitt added: “Sportradar is the global leader in the area of sports data distribution and monetisation; as well as integrity services in the fight against betting-related fraud and sports corruption. Through this collaboration with Formula 1, we’re delighted that fans will receive an exciting and safe betting experience and we look forward to further developing the F1 fan experience."

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