TDI is a joint venture between the ATP and its commercial body, ATP Media. (Brendon Thorne/Getty Images)

Sports data and technology firm Sportradar has announced a new partnership with Tennis Data Innovations (TDI), a joint venture between the ATP, organizer of the top-tier men's tennis tour, and its ATP Media commercial body, that sees  Sportradar build a new service for the tennis tour to monetize betting revenue.

Sportradar’s latest partnership with TDI will see Sportradar be given data and streaming rights to the tour globally for use in betting, as well as media data rights for all ATP events, for the creation of its ATP Service+ software suite.

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The ATP Service+ features in-play betting markets and targeted betting markets to drive revenue, as well as live streaming that can be enhanced with 3D animations,  and short-form highlight packages.

The company will also provide integrity services for ATP Tour and ATP Challenger tour events to ensure the legitimacy of all results and protect against betting-related match-fixing.

The ATP Tour hopes this formalization of its betting rights from Sportradar will help to boost tennis betting on Sportradar client sportsbooks, which number around 450 globally and include betting giants such as Bet365 and William Hill in the UK.

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Carsten Koerl, Sportradar chief executive, said: “This truly collaborative partnership will result, through the application of technologies, such as computer vision and AI, in the creation of engaging products and services as part of our ATP Service+ offering. This will allow us to effectively monetize the relationship while delivering new ways for bettors and fans to experience the sport of tennis.”

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TDI and Sportradar initially partnered in October 2022 for Sportradar to provide a secondary video feed for the ATP to sportsbooks to enable bettors to view all ATP events uninterrupted, as well as official data access.

This latest partnership goes further to capitalize on the relationship between the two firms and expand the ATP Tour’s presence in the sports betting landscape.

David Lampitt, TDI chief executive said of this latest partnership: “[ATP Service+] will be a catalyst for innovation to create unique growth opportunities across new global markets. Our aim is not only to deliver great enhancements for our existing fans but also attract a generation of new fans to the game.”

Sportradar’s over-the-top streaming solution will also be utilized by the ATP to stream ATP Challenger Tour events on its streaming service, ATP Challenger TV.