UEFA Strikes First-Ever Commercial Deal With A Sports Betting Data Company

UEFA Strikes First-Ever Commercial Deal With A Sports Betting Data Company article feature image

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UEFA has made its first-ever deal with a sports betting data company that focuses on commercial data.

European soccer's governing body has partnered with a sports gambling data company called Sportradar to provide information that will support UEFA's endeavors from the business side of sports betting.

UEFA had previously partnered with Sportradar, but the deal was predicated on the company's fraud detection system that combats match fixing — not data that will help UEFA generate more revenue from the sports gambling space.

This is the administrative body's first deal that focuses exclusively on how they can maximize their commercial earnings in sports betting.

European soccer generates an annual betting handle of over $600 billion. Compare that to the roughly $12 billion the NFL generates each year from sports gambling.

UEFA's foray into the sports betting space undoubtedly coincides with the recent expansion of the U.S. market, where each state has been free to legalize sports gambling since the Supreme Court struck down a federal ban in 2018.

"The steps that UEFA have taken and the reasons behind them making the decision to commercialize in this space now is undoubtedly … influenced by developments in the U.S.," David Lampitt, the managing director of sports partnerships at Sportradar, told The Action Network.

U.S. viewership of the UEFA Champions League, UEFA European Championships, Premier League and other soccer competitions has steadily increased for years.

Sportradar will provide UEFA data regarding how the sports gambling market operates and how UEFA's content is valued in the market.

Sportradar has official partnerships with the NBA, NHL, MLB, NASCAR and FIFA to provide similar services.

The partnership will encompass over 1,500 matches through the 2023-24 season, including the 2024 Euros and each of the annual European club competitions.

In a corresponding move, UEFA and Sportradar have also extended their deal that provides anti-match fixing systems, a partnership that has been ongoing for the past 12 years.

“We are very happy to enter into this partnership with Sportradar, who are a global leader in delivering sports data. It follows a long-standing partnership with the company as our official integrity partner," Guy-Laurent Epstein, UEFA's Marketing Director, said in a statement.

"The combination of the two partnerships allows UEFA to engage more openly with the sports betting sector, giving greater access to market intelligence and support from both a sports integrity and a commercial perspective.”

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