Leagues and federations try to cut out the middlemen – the broadcasters – and Sportradar want to help
Alamy | “Technology will definitely help new ways of monetising,” says chief product officer from Sportradar, Rainer Geier. While OTT provides the sort of data that traditional broadcast methods never could, enabling them to “understand the fans and definitely accelerate these trends.”
Sports data behemoth investing heavily in innovative video production to “help rights holders understand the fans, fans’ behaviour and also how to monetise the fans in a smart way.”
Innovations include adapting pitch perimeter advertising to target individual markets.
Football will continue with a hybrid model with broadcasters combining clubs and leagues selling to fans until mid-decade, but there has been a “real rethinking about alternative monetisation models.”
Sportradar’s value has quadrupled in just three years to $10-12 billion, with IPO in the offing.
13 April 2021 - 7:15 PM
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