17 February 2022
Expanded and comprehensive support will aid HBL’s global growth and fan engagement goals
COLOGNE AND ST. GALLEN, SWITZERLAND – Sportradar (NASDAQ: SRAD), the leading global sports technology company creating immersive experiences for sports fans and bettors, has agreed to a six-year extension to its long-standing partnership with Handball-Bundesliga (HBL) to provide Germany’s top handball league with the services and technologies to help grow its global fanbase and drive deeper engagement.
The extended agreement, which runs from this season through to the end of the 2026/27 campaign, includes the provision of audiovisual betting and gaming rights to Sportradar. Under the new terms of the partnership, Sportradar will provide its customers outside of the DACH region with access to live streams of HBL’s marquee competitions including LIQUI MOLY HBL league matches as well as knockout tournaments such as the REWE Final4 (DHB-Cup) and the Pixum Super Cup.
Sportradar continues as the League’s Official Sports Data Partner, collecting match data from venues hosting LIQUI MOLY HBL, 2. HBL, DHB Cup and Pixum Super Cup matches, and offering its coverage to its global network of 900 sportsbook operators and 350 media companies in 120 countries worldwide. Furthermore, Sportradar will continue to manage the federation’s website, including the integrated Live Sports Centre and mobile application, as well as maintain a bespoke competition management platform, enabling HBL to manage their tournaments and data effectively.
As part of its ongoing commitment to protect the integrity of their sport, Sportradar applies its proven bet monitoring service, the Universal Fraud Detection System (UFDS), to all HBL matches. Leveraging its technology to identify betting abnormalities in games and report any suspicious activity to HBL, Sportradar provides the organisation with critical visibility to threats of match fixing and betting manipulation.
Ed Blonk, Chief Commercial Officer, Sportradar said: “As a result of the breadth and variety of our technology and services, Sportradar is uniquely positioned to provide Handball-Bundesliga with all the resources and solutions needed to commercialise their content, provide the personalized experiences that fans demand and protect the integrity of their competitions. We look forward to working with HBL and supporting their continued growth and transformation.”
Frank Bohmann, Managing Director Handball-Bundesliga said: “Besides sporting success, digital change management is the key to success in sport business. Reliable match organization, the traceability and fairness of competitions, winning and retaining fans and customers, and the upgrade of our media products through sophisticated data management processes is crucial for the growth of Handball-Bundesliga. I am convinced that the new and expanded contract with Sportradar will support us reaching our ambitious goals and will master the digital challenges of the future.”
The partnership extension with Handball-Bundesliga further strengthens Sportradar’s portfolio of handball rights, complementing existing agreements with the European Handball Federation (EHF) and the International Handball Federation (IHF).