Sportradar, the international sports data and digital content services provider, has today announced strategic partnerships with the New York Jets and Baltimore Ravens, of American football’s NFL, to support their commercial activities in the sports betting space.

The company will work with the franchises to help them “maximise sponsor performance and unlock new opportunities for their partners” in the US gaming market.

Under the agreements, described as first-of-their-kind deals between US professional sports teams and a sports technology company, Sportradar will utilise ‘ad:s’, its full service, data-driven marketing solution, to help the Jets and Ravens “enhance and refine their sponsorship and affiliate marketing strategies for legal sports betting partners.”

Sportradar will specifically deliver technology that will “inform dynamic creative assets and produce data-driven content to be featured in programmatic advertising campaigns, in the interest of personalising the fan experience and deepening the degree of engagement.”

The company added that “this disruptive approach will also create efficiencies in sponsorship activations and increase the effectiveness of customer acquisition initiatives.”

Mike Smith, Sportradar’s head of advertising in the US, said: “Sportradar is thrilled to be working with the Jets and the Ravens on this strategic initiative in the ever-evolving US market. Legalised sports betting presents new and unique opportunities for teams, as well as betting operators, and the Jets and Ravens are taking a step in raising the value of their brands for their respective betting sponsors.

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“Our end-to-end platform provides each team a number of levers they can pull to ensure they’re delivering a personalised experience based on their distinct fanbases, while maximizing their marketing investment.”

Jeff Fernandez, New York Jets vice-president of business development and ventures, added: “This innovative relationship with Sportradar will allow the New York Jets to optimize the overall performance of our legal sports betting partners, both inside and outside of our ecosystem.

“The ability to engage, acquire, convert and retain customers in this super competitive and rapidly growing space is of the highest priority for operators.  Sportradar’s proprietary technology and expertise in reaching sports bettors via predictive analytics will be extraordinarily valuable to official LSB (legal service board) sponsors of the Jets.” 

The Sportradar tie-up comes a day after the Ravens announced a multi-year sponsorship deal with BetMGM, the sports betting joint venture between MGM Resorts International and gambling firm GVC Holdings.

Sports betting has been legal in Maryland since November 2020, when residents voted in favour of legalising both mobile and retail-based gaming. The state’s regulations regarding sports betting are currently being established. 

Last month, New York became the latest state to legalise mobile sports betting after governor Andrew Cuomo signed the bill into law. 

Over the past year, the NFL has increasingly embraced the gaming market since the liberalisation of sports betting in USA following the Supreme Court ruling in 2018 which repealed the Professional and Amateur Sports Protection Act of 1992 that had effectively banned the activity outside the state of Nevada.

A long list of states have since legalised sports betting, and, having long been resistant to the industry, leagues and teams have joined US gambling operations in rushing to capitalise on the opportunities presented.

Despite being slower than other leagues to fully engage with the betting industry, the NFL recently unveiled Caesars Entertainment, DraftKings and FanDuel as its first-ever sports betting partners in USA.