From Data too Experiences: How Sportradar and Bundesliga are Transforming fan Engagement
Sportradar is collaborating with the Bundesliga to leverage tracking data and deliver enhanced experiences for football fans, moving beyond simple statistics to create engaging and informative insights. This partnership, built on a “multi-year” commitment, allows for in-depth planning and investment in innovations designed to improve the fan experience.
A key lesson learned during the growth of these new visualisations was the need for sport-specific tailoring.Sportradar initially created a substantially larger number of augmentations than ultimately implemented, but the process highlighted that “every sport is different and they all have different elements and moments that can be highlighted.”
The focus is on delivering impactful insights at key moments within a game. Such as, following a significant event like a goal, substitution, or red card, Sportradar can provide real-time data visualizations, such as the probability of a player achieving a specific outcome – like harry Kane scoring a hat-trick for Bayern Munich. This facts is contextualized using Sportradar’s extensive database, showcasing historical performance and head-to-head records.
This approach aims to “engage and educate viewers,” fostering adoption through informative and interesting content. The insights also have direct relevance to the growing world of sports betting, informing wagers ranging from player props – focusing on individual performance – to rapidly changing micro-betting opportunities. Sportradar is responding to the increasing interest in these bet types by offering a modular approach, including an enhanced video feed with on-demand odds for micro markets.
Sportradar’s global reach, with partnerships including UEFA, Conmebol, and the Asian Football Confederation, provides a broad foundation for developing and implementing new products across various football competitions. The Bundesliga represents a flagship partnership, characterized by a mutual understanding and shared expertise.
The Bundesliga has itself evolved into a technology-driven association, managing its own data and establishing a dedicated production arm. This internal expertise, combined with Sportradar’s experience in streaming and betting, creates a “continuous conversation” about potential improvements to fan engagement, including identifying new metrics for inclusion in broadcasts.
Ultimately,the collaboration between Sportradar and the Bundesliga is focused on continuous improvement and providing “better and more immersive experiences for fans” as both streaming and sports betting continue to grow in popularity.
To find out more information about the work Sportradar do, head to their website.
