The National Hockey League (NHL) has announced a 10-year partnership with Sportradar, a global provider of sports entertainment products and services.
Under the deal announced Tuesday, the Switzerland-based sports company has been named the official betting data rights, official betting streaming rights, and official media data rights partner of the professional ice hockey league in North America. Additionally, the expanded cooperation between the two entities – first partnered in 2015 – will also include engagements outside North America.
The NHL currently comprises 31 teams, including 24 in the US and seven in Canada. The NHL- Sportradar comes amid a strategic time as the Stanley Cup – one of the oldest professional sports trophies in North America – is underway.
Key Details of the Deal
Both entities will collaborate to expand the reach of the league by leveraging Sportradar’s technology solution, allowing deeper fan engagement with further access and enhanced insights into the game.
As part of the enhanced engagement, Sportradar – NHL’s official global data distributor since 2015 – will distribute the league’s official data and statistics across the world through international media, technologies, and sportsbook companies.
The sports data company will also distribute real-time data form the league’s new Puck and Player Tracking technology.
Additionally, the expanded deal also gives Sportradar rights to disseminate live games of NHL to sports betting operators via the operators’ digital betting platforms available in the regulated markets.
NHL Commissioner Hails Deepening Partnership
NHL Commissioner Gary Bettman said the Sportradar has the unique expertise to help the league deliver stats, insights, and video content to hockey fans, “who are extremely tech-savvy and always crave new and compelling ways” to engage with the sport.
Bettman said in a news release that “the capabilities, versatility and international scope of Sportradar’s platforms and products will help us in offering fans, media, and sports betting companies around the world with a greater depth of data and more engaging experience with the game.”
The commissioner said the league is excited to continue and deepen its critical partnership with Sportradar while looking forward to delivering a top-in-class fan experience via its collaborations over the next decade.
Sportradar Shares the Excitement
Carsten Koerl – Global CEO, Sportradar – said the company looks forward to working with the NHL, which he said has been a “terrific partner” of the sports data company for almost seven years.
Koerl said Sportradar would continue to collaborate with the league in “an expanded manner” to continue enhancing the global reach of the NHL, while delivering ground-breaking products and services to the customers.
“This partnership truly highlights the global, multi-vertical, broad-ranging capabilities of Sportsradar’s technology solutions,” reflecting how the company uses data to create engaging and personalized experiences for its partners and users.
NHL-Sportsradar Partnership Goes Global
As part of the new agreement, the NHL and Sportsradar are joining to develop sports betting partnerships outside of North America, while utilizing ads, Sportradar’s marketing solution, as seen in the league’s recent global sports betting partnership with Olybet and Tipsport.
The Swiss company will also continue as an official integrity Fraud Detection System (UFDS) to ensure the integrity of competition by monitoring global gaming activity and trends across the world.
The two entities first came together in 2015 when NHL announced a multi-year agreement with Sportradar to be its exclusive third-party provider of real-time game data, effective from the 2015-16 NHL Season.