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Volume 26 No. 208
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NFL Picks Sportradar To Distribute Data, Game Feeds To Sports Books

The NFL made its first official foray into sports betting today, striking a deal with Sportradar to exclusively distribute real-time, play-by-play data and game feeds to sports books both in the U.S. and globally. Terms were not disclosed, but Sportradar Founder & CEO Carsten Koerl called it “one of the most important partnerships in Sportradar’s history.” The company in '16 signed a similar deal with the NBA for $250M over six years, and today characterized the NFL deal as “one of the largest global sports data rights/media deals in U.S. sports.” The NFL already had an equity stake in Sportradar. Despite having the most possible upside from legalized gambling, the NFL is the last of the major four U.S. pro leagues to assign their gambling data to a distributor. Not all gambling operators believe it is necessary to use officially licensed feeds, but properties and distributors say they are faster and higher-quality than third parties. Under the deal, Sportradar also will monitor betting across all NFL games for irregularities, and the clubs and the league will have access to the company’s integrity education workshops. Sportradar will also be able to distribute live video game feeds to sports books in certain international markets. The NFL and Sportradar have worked together since '15, when the company began distributing stats to media outlets and created the Radar360 research platform, which teams use to analyze stats and outcomes. Those elements will continue under today's deal. Sportradar now has deals with all four top U.S. leagues, and handles 400,000 matches annually in 60 sports.