Sportradar, the sports technology heavyweight, has extended its data and betting rights tie-up with the German Football Association (DFB).
The multi-year extension means that Sportradar will continue to hold exclusive data and streaming betting rights for the German men's knockout cup competition, the DFB-Pokal, outside of the domestic market.
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In addition, the agreement – coming into effect at the start of 2026-27 – covers non-exclusive global media data rights.
Sportradar first gained these rights last year, as part of its overall acquisition of IMG Arena (completed last November).
Sportradar is set to introduce 'skeletal data' into this deal for the first time, through the extension – it also uses this to enhance fan engagement products across partnerships with the likes of European soccer's UEFA, and basketball's NBA.
In addition, skeletal data is also utilised in Sportradar's deal with German men's soccer's top-tier Bundesliga.
This agreement will cover all 63 DFB-Pokal games each season.
Kay Dammholz, the DFB's media rights director, has said: "Together with Sportradar, we are ensuring a professional and safe global distribution of our betting streaming rights outside the DACH region, while upholding the highest standards of integrity and unlocking additional commercial potential for our premium cup competition.”
Late February saw the DFB expand its commercial relationship with the country's prominent Edeka supermarket corporation.
Moritz Gloeckler, executive vice president of rights and strategic projects at Sportradar, added: "Our extension of the agreement with DFB is a key addition to our already strong portfolio of global soccer rights … Through partnerships with FIFA, UEFA, AFC, Bundesliga, CONMEBOL and more, Sportradar is well positioned to create the next generation of tech driven products and services for clients to use to engage fans, reach new audiences and open fresh revenue opportunities.”
In terms of recent Sportradar activity, earlier this month, that firm and the Professional Fighters League (PFL) mixed martial arts (MMA) promotion unveiled a significant deal.
The exclusive agreement sees Sportradar sit at the center of the PFL’s global betting and gaming strategy, covering its entire sports betting ecosystem, including betting data, odds formation, live broadcasts, real-time betting wagers, and fan engagement initiatives.
