Sportradar Signs Expanded Deal With Badminton Europe
Sportradar has signed an expanded agreement with Badminton Europe (BEC).
The multi-year agreement significantly increases Sportradar’s scope of work with the governing body and adds to the betting and broadcast partnership that has been in place since 2015. The sport data provider has become the Official and Exclusive Data Partner for all BEC competitions, supplying betting operators and media platforms around the world with data from more than 35 BEC tournaments each year.
Additionally, as global media rights holder, Sportradar will also alongside the organisation to increase the profile of its tournaments and competitions not only in Badminton key markets. As part of the new agreement, Sportradar will also provide Badminton Europe with a global OTT service to showcase match action and editorial content. The platform will play host to regular live action as well as on-demand match content from past years, competition draws, webinars and podcasts.
The platform, which will be free to users upon sign-up, will also make use of Sportradar’s ad:s team, who will market sponsorship inventory to advertisers.
Lutz Tigges, Senior Director at Sportradar, said: “We value the success we’ve had working alongside Badminton Europe these past few years and the trustful partnership we’ve developed. Together we grew technical and commercial standards including the global reach of Badminton events. Now, we’re excited to be supporting them as they utilize our broad range of products and services to grow the profile of their sport around the world and work towards their long term commercial goals.”
Brian Agerbak, General Secretary at Badminton Europe, said: “The extended partnership with Sportradar to include an OTT platform, a new website and a Federation Data Toolkit will strengthen our digital footprint. It is an important strategic target for us to grow our digital followers and allow them access to our digital services through a single sign on process. Furthermore, growing our media exposure and increasing global visibility for our products are key components for us. We have been very satisfied with the cooperation with Sportradar in the previous years and we are excited to further develop our profile with such a strong partner by our side.”
The company will also develop and launch the new BEC website as well as provide the industry leading Data Toolkit.
