Sportradar AG has largely completed the integration of rights acquired from IMG Arena last November, significantly expanding its official data portfolio across multiple sports. The Switzerland-based sports technology company now possesses official coverage of Roland Garros, Wimbledon, and the U.S. Open tennis Grand Slams, along with MLS soccer and EuroLeague Basketball, adding approximately 30,000 new streams to its offerings.
The acquisition enables Sportradar to enter sports like golf and mixed martial arts previously outside its coverage, facilitating expansion of innovations into new areas. According to Chief Commercial Officer Ed Blonk, the deal delivered rights to some of the world's most famous sports properties alongside a broad portfolio of lower-tier content. The company acquired these rights through a single point of sale that would have been more expensive to obtain piecemeal, with the transaction also proving cash positive for Sportradar.
With integration largely complete, Sportradar can now focus on generating revenue from the newly acquired rights, which the company expects will be accretive to its bottom line. The conversion of this acquisition into material new revenue is driven by incorporating IMG Arena rights into Sportradar's existing technology stack, creating more monetization opportunities. The new content becomes available to Sportradar's larger distribution network of clients while offering upsell opportunities to existing clients who already used IMGA feeds.
Following competitor Genius Sports' diversification through its announced $1.2 billion acquisition of digital media and gambling company Legend, Sportradar remains the only pure-play sports technology business. This positioning enables Sportradar to expand its offerings in soccer, tennis, and basketball while building on existing engagement tools across marketing, social media, and in-stream integrations. The company maintains a principal focus on APAC, EMEA, and North America markets, where it expects the new IMGA rights to deliver high-volume content in core revenue-driving regions.
Sportradar is particularly interested in developing iGaming product integration within its extensive sportsbook offerings. The blend of premium events with high-volume longtail content supports continuous, 24/7 coverage, with key additions in soccer across Europe, North America, and Australia. As IMGA content deepens Sportradar's coverage and data for innovation, the company's existing technology stack is simultaneously being incorporated into the newly acquired properties.
Tools like the 4Sight Streaming fan-engagement platform, which responds to in-game action with 3D-graphics overlays, and the player-tracking Virtualized Live Match Tracker are being rolled out to prime IMGA content. This reciprocal integration process ensures that clients, partners, and end users will experience what Blonk calls "the Sportradar effect" on their content. With the integration phase complete, the company now focuses on growth, innovation, and revenue generation from its expanded portfolio.
