TUESDAY 28 JULY, LONDON, UK: Sportradar, the global provider of sports betting and sports entertainment products and services, has today signed a comprehensive agreement with Badminton Europe (BEC), the governing body for international Badminton tournaments taking place across Europe.
The multi-year agreement significantly increases Sportradar’s scope of work with the governing body and adds to the betting and broadcast partnership that has been in place since 2015. Under the terms of the new agreement, Sportradar becomes the Official and Exclusive Data Partner to Badminton Europe for all BEC competitions amongst other areas.
Sportradar will supply betting operators and media platforms around the world with data from more than 35 BEC tournaments each year. These include the sport’s flagship events – the European Championships, European Men's & Women's Team Championships and European Mixed Team Championships – as well as elite circuit events such as the International Challenge and International Series.
Additionally, as global media rights holder, Sportradar will work closely alongside BEC to increase the profile of its tournaments and competitions not only in Badminton key markets in Europe and Asia but also in new and emerging territories.
The new agreement will see Sportradar tap into the full breadth of its technological capabilities to enhance fan engagement. Utilising its market leading OTT platform, Sportradar will provide Badminton Europe with a global OTT service to showcase match action and editorial content. Badmintoneurope.tv (www.badmintoneurope.tv) will feature the main events across several courts along with regular live action from the International Challengers and International Series nearly week by week. The platform also features on demand match content from past years, competition draws, webinars and podcasts. Content will be free to view upon registering for the service.
To maximise TV and OTT media exposure, Sportradar’s ad:s team will market sponsorship inventory to interested advertisers, both with on-site activities plus specific integration in the digital environment of Badminton Europe.
The company will also develop and launch the new BEC website as well as provide the industry leading Data Toolkit, to further enhance the fan experience. The Data Toolkit will allow BEC to take control of their data, seamlessly integrating with the new website, bringing improvements and efficiencies across the organisation.
Lutz Tigges, Senior Director at Sportradar, said: “We value the success we’ve had working alongside Badminton Europe these past few years and the trustful partnership we’ve developed. Together we grew technical and commercial standards including the global reach of Badminton events. Now, we’re excited to be supporting them as they utilize our broad range of products and services to grow the profile of their sport around the world and work towards their long term commercial goals.”
Brian Agerbak, General Secretary at Badminton Europe, said: “The extended partnership with Sportradar to include an OTT platform, a new website and a Federation Data Toolkit will strengthen our digital footprint. It is an important strategic target for us to grow our digital followers and allow them access to our digital services through a single sign on process. Furthermore, growing our media exposure and increasing global visibility for our products are key components for us. We have been very satisfied with the cooperation with Sportradar in the previous years and we are excited to further develop our profile with such a strong partner by our side.”
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ABOUT SPORTRADAR:
Sportradar is the global provider of sports betting and sports entertainment products and services. Established in 2001, the company occupies a unique position at the intersection of the sports, media and betting industries, providing sports federations, news media, consumer platforms and sports betting operators with a range of solutions to help grow their business. Sportradar employs over 2,000 people in more than 30 locations around the world. It is our commitment to excellent service, quality and reliability that makes us the trusted partner of more than 1,000 companies in over 80 countries and official partner of the NBA, NFL, NHL, MLB, NASCAR, FIFA and UEFA. We monitor, analyse and deliver insights from more than 400,000 matches annually across 60 sports. With deep industry relationships, Sportradar is not just redefining the sports fan experience; it also safeguards the sports themselves through its Integrity Services division and advocacy for an integrity-driven environment for all involved.
More information can be found at www.sportradar.com.
ABOUT BADMINTON EUROPE:
Badminton Europe Confederation (BEC) was founded on 24th September 1967 and is the governing body of badminton in Europe. It is one of the five continental confederations under the Badminton World Federation (BWF) and by 1 July 2020 BEC had 54 Member Associations including 1 Associate Member. The Confederation’s current headquarter is in Broendby, Denmark.
The vision of Badminton Europe is to connect everyone, everywhere through badminton and to inspire, connect and entertain everyone, anywhere, anytime.
Digital activities at the Badminton Europe website, the Badminton Europe streaming platform and social media are key tools to bring entertainment to more than 1 million people each month, a number Badminton Europe expect will grow in the near future.
More information can be found at www.badmintoneurope.com