Sports betting

Sportradar scores global deal with Chinese basketball league

| By Robert Fletcher
Sportradar has entered into a multi-year global partnership with the Chinese Basketball Association’s CBA League.

Under the deal, which begins from the current 2020-21 season, Sportradar will distribute coverage of the CBA League’s regular-season, postseason and All-Star game to broadcasters, streaming and OTT platforms in markets outside greater China.

The arrangement will enable fans to access short-form video content, as well as full game coverage throughout the season.

“We are delighted to partner with Sportradar and believe this partnership will provide enriched possibilities and further awareness for CBA League, given their extensive experience and recent track record,” a CBA League spokesperson said.

“By building up opportunities globally in this long-term partnership, we look forward to developing the continued growth of the CBA League and reaching out to new audiences around the world.”

Sportradar’s head of global strategic partnerships Steve Byrd added: “Chinese Basketball has been a traditional powerhouse in the international arena, and we are excited to be a part of expanding the reach of the top tier CBA to markets across the globe.

“Our data-driven approach and experience are what sets us apart in delivering the goal that leagues such as the CBA want, and we are excited to be partnering with them to deliver that.”

The deal comes after Sportradar earlier this month brokered a deal to acquire marketing personalisation platform Fresh Eight, through which it aims to enhance its digital marketing services offering for betting and gaming clients.

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