Sportradar Fanid Is Unveiled

Sports data and technology business Sportradar has announced the launch of Sportradar FanID.

The new technology, unveiled on Tuesday 16^th January, has been described as an ‘end-to-end first-party marketing solution combining the first data clean room for the sports industry with the company’s proprietary marketing activation technology.’

Sportradar FanID will aim to offer rightsholders and brands ‘personalised fan engagement in a post-third-party cookie world,’ and is set to capitalise on Sportradar’s vast network of global clients and partners, extensive data coverage and sophisticated advertising technology.

The release has been timed ahead of the anticipated removal of third-party cookies in 2024, which will see a need to find alternative methods for collecting and leveraging data to connect with consumers.

Sportradar’s data clean room will look to address this challenge for the sports industry, allowing multiple parties to collaborate on first-party datasets, and provide a secure and privacy compliant way to reach sports fans at scale.

Sportradar FanID benefits rightsholders by providing a greater understanding of fans’ interests and purchase intent, while enhancing the value they provide sponsors. For brands, Sportradar FanID facilitates scalable, direct engagement with fans through personalized, timely and relevant ads.

Rainer Geier, EVP, Fan Engagement at Sportradar, said, “The crumbling of the third-party cookie represents a significant opportunity for rightsholders and brands to gain a greater understanding of fans, while also enabling more efficient and seamless delivery of digital advertising content.

“We are the industry leader and partner to many clients around the world, which has allowed us to gather the most comprehensive understanding of fan behaviour and insights.  Sportradar FanID is an example of how we are extending our innovative capabilities, and it will serve as a catalyst for further product innovation and increased monetization potential.”