F1 announced another new partnership with Interregional Sports Group and Sportradar to enable live in-play betting.
In what is termed as a ground-breaking deal, F1 will allow fans to get even closer with the sport through official betting channels as ISG and Sportradar will use the data directly from track in line with major sports for all-new in-play betting during grand prixs.
ISG will have the rights to sub-license Betting Partnership Rights – subjected to regulations – including: A) Regionalised branded on-screen graphics, B) Physical and virtual trackside signage, C) Digital integration across F1’s rapidly expanding digital and social platforms.
F1’s commercial director Sean Bratches said: “F1 is delighted to partner with ISG, which has demonstrated its impressive global capabilities through working with the likes of Serie A and La Liga.
“We are also hugely excited to work with ISG and Sportradar on making the most of the data which is generated at every Grand Prix. Sportradar are world leaders in data distribution and share our passion to make F1 a significant player in this field.
“Data and sponsorship partnerships like this are common practice across almost all premium sports and this is the latest step in our mission to make Formula 1 the world’s leading sports entertainment experience.
“This deal allows us to develop new and exciting ways for Formula 1 fans around the globe to engage with the world’s greatest racing spectacle, while ensuring integrity with best practice oversight from Sportradar.”
ISG Group’s Joint Executive Charima, Tony Ragan said: “We are industry leaders in helping rights holders segment global audiences through the use of regionalised virtual advertising. F1’s worldwide audience is a perfect fit for that approach.
“Across the ISG Group we enhance rights holder and brand relationships using our expertise in technology, unique content development and comprehensive activation programmes.
“We will be working with Sportradar to create products that will be both exciting and engaging for the global betting public helping them feel even more involved in what is one of the most thrilling sports in the world.”
Sportradar’s MD of Group Operations David Lampitt added: “Sportradar is the global leader in the area of sports data distribution and monetisation; as well as integrity services in the fight against betting-related fraud and sports corruption.
“Through this collaboration with Formula 1, we’re delighted that fans will receive an exciting and safe betting experience and we look forward to further developing the F1 fan experience.”
F1 is expected to gain from Sportradar’s Integrity Services which provides integrity solutions to world’s biggest sports federations, clubs and state authorities. More details of the deal will be revealed in the Betting on Sports 2018 conference in London.