Sportradar bucks Covid-19 impact to grow live odds coverage

Sportradar’s content delivery has increased despite the novel coronavirus (Covid-19) pandemic, with live odds coverage rising 30% so far in April compared to the same period in 2019.

The range of live data it provides customers has also expanded, with 20% more being supplied than in 2019.

The business said the increase was thanks to a pivot towards “non-traditional” sports products, and also reflects its “rapid response” to the absence of most live sports.

The new “non-traditional” products include virtual sports and simulated reality products, where football and cricket fixtures that have been suspended as a result of Covid-19 have been digitally created. Sportradar has also significantly expanded into coverage of live tournaments in darts, tennis and table tennis, as well as ramping up esports coverage and offering lottery betting.

“Innovation is the cornerstone of our company,” Sportradar chief executive officer Carsten Koerl said. “During this time, we have been able to quickly adapt to change and constantly evaluate and re-evaluate the products and services we are offering.

“We’re pleased to have been able to utilise our technological expertise, comprehensive sports data and sports partnerships across the world quickly to continue to help our customers deliver entertainment and engagement with additional live content and coverage.”