Sportradar, the international sports data intelligence and digital content service provider, has partnered with the out-of-home digital advertising provider Adomni to provide it with live sports data.

The exclusive agreement will see live odds, stats and other “hyperlocal dynamic information” relayed to Adomni’s platform for use in campaigns by marketers and agencies for the likes of betting companies, sports leagues, and teams.

The data can subsequently be shown on Adomni’s network of over half a million displays – such as roadside billboards, vehicle-top screens, and screens in hospitality venues – in 28 countries.

The sports betting app WynnBET has already made use of the functionality, which has allowed it to variously turn ads on or off based on match schedules or betting trends, activate campaigns in new markets when legislation passes, and deliver ads based on “audience movement patterns”.

The services provided by Sportradar are done as part of its overall marketing offer, which sits alongside other parts of its business, including betting services, content, media products, and integrity provision.

The data is collected through partnerships with the likes of basketball’s NBA, ice hockey’s NHL, baseball’s MLB, Nascar, and soccer governing bodies Fifa and Uefa.

Arne Rees, US chief executive of Sportradar, has said: “As consumer habits shift, it’s important to consider fresh perspectives for advertising and how we can maximise the data and technology that we have at our fingertips to deliver a more engaging experience overall. Digital out-of-home advertising is a powerful medium for dynamic ads, which is why it’s a key piece of our ads business and offering.”