Marketing Cloud
Cookie Notice

Last updated on 23.07.2021.

Cookie Notice

The Sportradar Group attaches a great deal of importance to protecting individuals’ privacy and personal data. With this Cookie Notice we explain in detail how we use cookies and other similar technology, their purposes, how long the cookies are stored, and how you can manage them. Please also see our Privacy Notice if you want to know more about our data protection practices.

Please note that other organisations also collect personal data on our ad:s Marketing Cloud through cookies and similar technology. Using cookies and other similar technology allows other organisations to help us analyse how our ad:s Marketing Cloud is being used and measure the number of visitors. Where a third-party organization drops a cookie, they determine the purpose for which that cookie is dropped and the relevant retention period.

1. Cookies and Similar Technology

We place cookies or similar files such as pixel tags and web beacons on the devices you use to engage with Sportradar to facilitate ad:s Marketing Cloud navigation, to personalize your experience when you engage with Sportradar, and for fraud detection and prevention purposes.


A tracking “pixel” is a transparent graphic image (usually 1 pixel x 1 pixel) or a JavaScript that is placed on a web page and allows for the collection of information regarding the use of the web page that contains the tracking pixel. We collect technical information and information about your interactions and engagement with our ad:s Marketing Cloud through the use of tracking pixels.


“Cookies” are small text files saved onto the working memory (“Session Cookie“) of your computer or permanently stored on the hard disk of your computer (“Permanent Cookie“). The use of cookies enables us to “recognize” you at your next visit and to align the offers on our ad:s Marketing Cloud with your interests. The next time you open our ad:s Marketing Cloud on the same device, the cookie and the information stored in it is either sent back to the website that created it (“1st-Party Cookie“) or sent to another website it belongs to (“3rd-Party Cookie“). When you visit our ad:s Marketing Cloud, we collect information from you automatically through cookies or similar technology. Because of how cookies work, our ad:s Marketing Cloud cannot access 3rd-Party Cookies; nor can other organisations access the personal data in the cookies we use on our ad:s Marketing Cloud.

The cookies and the information in them include, but are not limited to, the IP address of the device you are using, login data, type and version of browser, the date and time when your visit our ad:s Marketing Cloud, and a cookie ID.

2. Types of Cookies We Use

We use cookies in a range of ways to improve your experience on our ad:s Marketing Cloud, including to keep you logged in, to analyze the use of our ad:s Marketing Cloud in general and to gain insights into how to improve our offering. We also use cookies to analyze or predict your personal preferences and behavior to better focus our marketing efforts on your needs and, in cooperation with our advertising partners, to serve you relevant advertising.

• Functional Cookies

Functional cookies are essential for enabling user movement around our ad:s Marketing Cloud and ensuring that it functions properly. This category of cookies cannot be disabled.

• Analytics Cookies 

We use analytics cookies to collect information about how often Business Partners visit our ad:s Marketing Cloud and how they use it. We use this information to get a better understanding of how our Business Partners engage with our ad:s Marketing Cloud in order to improve it and, ultimately, provide our Business Partners with better experience (for example by making sure Business Partners can easily find what they need).

3. Disabling the Use of Cookies in Your Browser and in Your Mobile Device

Besides managing your cookie settings on our ad:s Marketing Cloud, you can also refuse the use of cookies by selecting the appropriate settings on your browser. However, please note that if you do this, you may not be able to use the full functionality of our ad:s Marketing Cloud.

You can also prevent the acquisition of personal data generated by the cookie (including your IP address) by downloading and installing the browser-plugin available on the following link:

You can find further information here:

4. Membership in Associations

To strengthen and promote the privacy and data protection aspects of our business, Sportradar has become an active member of several associations that facilitate industry collaboration in the digital marketing and advertising ecosystem, including the Interactive Advertising Bureau (IAB).

Sportradar participates in the IAB Europe Transparency & Consent Framework and complies with its Specification and Policies. Sportradar’s identification number within the framework is Vendor ID 655.

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