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Bundesliga International, Sportradar extend long-term association

The partnership aims to further enhance fan engagement with German topflight football.

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Mumbai: Bundesliga International - a subsidiary of DFL Deutsche Fußball Liga, and Sportradar - the global sports technology company have agreed to a five-year extension of their long-term partnership with a focus on providing fans with greater access to German football’s top leagues. This deal extends a successful relationship that began more than 15 years ago, with a multi-year partnership that included international broadcast and data rights.

As the official provider of betting and streaming rights for the Bundesliga and Bundesliga 2 outside the US and DACH regions until the conclusion of the 2025-26 season, Sportradar will sublicence the rights for moving images from those competitions to its network of clients, said the statement. The agreement further enables Sportradar to continue to collect and distribute live match data, providing its customers with access to a fast, accurate and reliable feed, it added.

Over the course of the agreement, Sportradar will provide a range of innovative tools that will enhance the way fans experience and interact with international Bundesliga content. This includes video clips of Bundesliga matches through the Live Video Notification solution, an AI-driven sports video technology that delivers rich media content direct to fans’ mobile phones via an instantaneous push notification.

“For the best part of two decades, Sportradar has enjoyed a successful partnership with Bundesliga International and the DFL, working closely together to deliver the highest quality products available in market," said Sportradar chief commericial officer Ed Blonk. "These rights remain an important part of our portfolio and we’re excited to embark on the next phase of the relationship, using our market leading technologies developed specifically for the world of sport to help Bundesliga International develop new and exciting ways to engage fans around the world.”  

Sportradar has launched Virtual Sports Bundesliga, a AI driven virtual sports gaming solution that integrates real match video highlights from 3,500 Bundesliga archive matches to create an interactive gaming experience for fans. A team of more than 100 Sportradar specialist data operators edited 10 years’ worth of video content into dynamic event clips such as players entering the pitch, scoring goals or stepping up to take a penalty, said the statement. 

 “This is a long-term and trusted partnership, built up over many years and with a shared vision for excellence," stated  Bundesliga International CEO Robert Klein. "We see this extension with Sportradar as a blend of working with established partners to create innovative opportunities and products.”

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