Major League Baseball (MLB) and Sportradar Group AG have announced the extension of their exclusive partnership. This new agreement, which begins with the 2025 season, aims to maximize the potential of MLB’s data and audiovisual content.
Furthermore, it seeks to increase the popularity of baseball globally. As a result of the agreement, MLB now owns an equity stake in Sportradar, further strengthening this strategic collaboration and supporting future growth opportunities.
Under the new terms, Sportradar will have exclusive rights to distribute official league data with real-time broadcast, in addition to audiovisual content and MLB Statcast Data.
These will be made available to global customers, including 800 sports betting operators and 900 media companies. There is an increase in interest in baseball in regions such as Latin America and Asia. With the increasing legalization of sports betting comes new opportunities to promote the use of MLB data.
Ensuring integrity
To ensure the integrity of the sport, Sportradar will continue to provide betting monitoring with its Universal Fraud Detection System (UFDS), as well as investigative and educational support for MLB.
The partnership will also include the development of artificial intelligence products, using player tracking data to create personalized and immersive experiences for fans.
Under this agreement, Sportradar will pay annual licensing fees. MLB, in turn, will receive up to 1,855,724 shares of Class A common stock during the contract, subject to customary terms and conditions.
Kenny Gersh, Executive Vice President of Media and Business Development at MLB, stated: “Sportradar has been a great partner to MLB, especially in helping us navigate the legalization and evolution of the global sports betting landscape.
Throughout our collaboration, Sportradar has developed innovative products based on the best MLB data. We are excited to continue innovating together to deliver engaging products and services to MLB fans around the world.”
Carsten Koerl, CEO of Sportradar, commented: “We are delighted to continue our long-standing partnership with MLB, and this new agreement marks a new chapter in our joint journey. Our collaboration goes beyond the use of cutting-edge technology and content – it is also about creating innovative products that amplify fan engagement and bring them even closer to the game.
By joining forces, we can explore new opportunities and reach more fans around the world, shaping the future of sports entertainment. This agreement also strengthens our growth strategy, delivering value for our shareholders as we expand our margins and generate solid cash flow.”
Beginning of the partnership between Sportradar and MLB
Since 2019, Sportradar has served as an official partner of MLB. Recently, the league selected Sportradar’s Synergy Sports Coaching & Scouting solution, enabling in-depth sports performance analysis for its 30 clubs.
About Major League Baseball (MLB)
Major League Baseball (MLB) is the most traditional sports league in the United States, covering both the USA and Canada with its 30 clubs. Led by Robert D. Manfred Jr., the league experienced two consecutive years of increased attendance. An 11% growth was recorded, and 80% of clubs saw more fans in the stands.
Recent rule changes have improved the quality of games, resulting in the lowest average match time in the last 40 years. Additionally, there was the most stolen bases in 109 years. MLB’s audience also grew across national and international media, with an 18% increase abroad. MLB.TV broke streaming records, with more than 14 billion minutes watched.
The league has been recognized as “League of the Year” by Sports Business Journal and CLIOS. With investments in marketing and promoting stars like Shohei Ohtani and Aaron Judge, MLB has seen a significant increase in its young fan base. This engagement grew on social media and ticket sales.
Through the MLB Together initiative, the league seeks to positively impact communities across the U.S., Canada and beyond. MLB continues to innovate, offering new forms of entertainment through its media network and digital platforms.
About Sportradar
Sportradar Group AG, founded in 2001, leads the world in sports technology, creating immersive experiences for fans and bettors. Situated at the intersection of sports, media and betting, the company offers solutions to sports federations, press, consumer platforms and betting operators, helping them grow their businesses.
As a partner of organizations such as the ATP, NBA, NHL, MLB, NASCAR, UEFA, FIFA and Bundesliga, Sportradar covers more than one million events annually. In addition to redefining the fan experience, the company protects sports through its Integrity Services, promoting an environment focused on integrity for everyone involved.
