sportradar And Tally Tech Link Up

US fan activation and consumer data platform company Tally Technology has announced a new partnership with sports data and technology business Sportradar to power its new fan activation platform.

Tally Technology was founded in 2018 by Super Bowl champion quarterback Russell Wilson as a free-to-play prediction game for brands, professional sports teams, leagues and media platforms seeking a turnkey fan engagement platform.

As part of the natural gameplay, Tally is building a database of unique users and gathering data on those users’ gaming, wagering, brand preferences, consumer spending and other insights.

It is the fan engagement platform of choice for some of the biggest names in sports, including CONCACAF, the Green Bay Packers, Buffalo Bills, Seattle Seahawks, Atlanta Hawks, St Louis Blues, Edmonton Oilers, Los Angeles Kings, Ceara and Atlético MG.

The deal brings Sportradar data from major professional leagues in the sports of basketball, baseball, ice hockey and football to Tally.

This will allow fans of those leagues around the world to engage with long-form, data-driven content, including prediction games during the season and trivia contests in the off-season, allowing ‘teams and rights holders to remain connected to fans all-year round.’

Brad Vettese, CEO of Tally, said, “The inclusion of Sportradar in Tally’s fan activation platform means that we can automate high value destinations for avid and casual fans using competition and collaboration at scale on a global basis.

“Fans can actively engage with the Tally content- and friend groups – that matters to them. With every touch, Tally uses zero party and first party data to drive lead conversion or trigger purchases and CRM Integration turns the Tally fan activation platform into a critical part of our client’s marketing ecosystem.

“Our platform can then utilise the data generated to provide actionable, revenue-generating insights to rights holders.”