By Mark Holland, SVP, North America Media Products

Get ready for some serious deja vu! As hundreds of millions tune into Super Bowl LIX on Sunday, fans might feel like they are watching a rerun. The Kansas City Chiefs are back in the BIG GAME for the fourth time in five seasons, facing off against the same opponent as in Super Bowl LVII – the Philadelphia Eagles.

Yet sitting down to watch the FOX Super Bowl Broadcast, you’ll quickly realize it is indeed 2025. The teams may be familiar, but the viewing experience will be unlike previous years. Welcome to a new era in sports broadcasting, powered by Sportradar.

Our comprehensive and industry-leading broadcast product suite will allow FOX to give the viewer dynamic real-time data and analysis, more comprehensive, engaging, and curated than ever. Sportradar’s Radar360 analytics tool offers insights and content for pre-game planning, in-game commentary/graphics and post-game examination. Our stats library goes all the way back to the first year of the NFL in 1920, with anecdotes and background information alongside the traditional numbers. The combination of the depth and breadth of our historical archive coupled with our cutting-edge technology will elevate FOXs Super Bowl LIX coverage into an immersive fan experience like no other.

Live sport is the ultimate unscripted drama. But despite the incredible thrills on offer, today’s viewers, particularly the next generation of sports fans so beloved of broadcasters and rights holders, expect more than just the action on their screen. 70% of fans are now watching on their smartphones, to access additional information outside of main coverage, such as player stats, scores from other matches, and real-time updates. Fans can ditch the second screen, as Sportradar is bringing these rich insights directly to the FOX broadcast, ultimately changing the way we view and appreciate sports by telling a story and bringing the experience to life.

In today’s Super Bowl era, fans expect an endless stream of fascinating facts, and here’s one that might surprise you: Mike Morton, who played linebacker in the NFL for seven years, will become the first person ever to win a Super Bowl and then officiate one. Morton was part of the St. Louis Rams’ Super Bowl-winning team 25 years ago. This year’s matchup also holds historical significance, as it marks just the second time two teams have faced off in the Super Bowl twice within a three-season span—and the fifth instance of teams rematching within five seasons. Interestingly, every time this has happened before, the same team won both encounters.

Those are the type of unique insights that keep viewers engaged and coming back for more. This is where Sportradar technology comes into its own. What we provide is a single tool, a Swiss Army knife of data and powerful analytics, research services, and booth support, ready for all circumstances, and ready immediately. No more rustling of paper, as the TV announcer checks how many fourth quarter game-winning drives Patrick Mahomes has for his career and where he ranks all-time in NFL history. Rather, Radar360 can offer real-time information served up to be packaged in FOX’s unique in-game graphics for your delectation. In 2024 alone, Sportradar supported 211 regular-season NFL games, fulfilling an average of 20 requests “within minutes” during broadcast.

The revolution in sports broadcasting has been driven by the integration of real-time data into their live programming. Broadcasters can hugely enhance the viewing experience by choosing to display dynamic visuals, quick replays with contextual data overlays, and real-time statistics.

As AI continues to evolve all our products, Sportradar looks forward to advancing the game even further and continuing to elevate the Super Bowl viewing experience for NFL fans. We look forward to a fantastic show from FOX on Sunday. Enjoy the game!