Sportradar Acquires Fresh Eight Personalisation Platform

Sportradar has announced the acquisition of messaging personalisation platform Fresh Eight.

The acquisition will see Sportradar strengthen its digital marketing services platform with the personalisation technology brought by the Fresh Eight platform across both display and paid social, enabling sportsbook operators to optimise their media investments. 

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

Sportradar says the acquisition complements its existing ad:s platform, which already provides programmatic advertising capabilities. The combined offering will widen the ad:s platform’s marketing channel access and enhance its overall performance efficiency.

Fresh Eight technology is currently used by clients such as William Hill, FanDuel, Entain, and LeoVegas, as well as major publishers including News UK, ESPN, CBS Viacom, and NBC Sports. 

“We have developed ad:s into a substantial business for Sportradar with its platform offering and a significant portfolio of sportsbook clients,” said Carsten Koerl, Sportradar Group CEO.

“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 personalisation 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.

“Data is the core DNA of both companies with a shared vision of how intelligence and automation can transform marketing efforts in the betting and gaming vertical. The combination of Fresh Eight’s machine decisioned personalization tools and Sportradar’s proprietary marketing technology and access to real time sports and pricing data presents customers with a compelling digital marketing offering. I’m looking forward to working with Sportradar.”