Sportradar
Sports data, technology, media, betting and integrity-services company
Last updated November 4, 2026
AI crawler reads
1requests
1companies- Anthropic1
- Profile
- 1
- Controversies
- 0
- JSON · MD
- 0
- First read
- Nov 4, 2026
- Latest read
- Nov 4, 2026
Since Oct 28, 2026 · from this site's server log
Overview
Sportradar AG is a Swiss sports technology company that supplies data, analytics, audiovisual content, betting services and integrity solutions to sports federations, leagues, media organizations, bookmakers, lotteries and other commercial customers. Its business sits at the intersection of professional sport, digital media and regulated sports betting. The company collects, processes and distributes information about sporting events, including scores, schedules, statistics, live event data and betting-related information. It also supports the creation and operation of digital platforms and streaming services for leagues and federations. The company originated in Norway in 2001, when Petter Fornass and Tore Steinkjer developed software that extracted betting odds from internet-based betting companies. They established Market Monitor AS, which later developed into Sportradar. Carsten Koerl became a major investor and acquired a controlling 51 percent stake during the company’s early development. The business subsequently expanded from odds aggregation into a broader sports-data and technology platform serving customers across many sports and territories. A major part of Sportradar’s commercial offering is delivered through the Betradar brand. Its betting-technology services provide bookmakers with odds suggestions, live betting information, risk-management tools and other services. Odds can be generated from sports data and mathematical models covering thousands of events across numerous sports. For live betting, the company continually updates projections as new event data arrives. Its customer base has included commercial bookmakers such as Bet365, William Hill, Paddy Power and Ladbrokes, as well as state lottery operators including Veikkaus, Svenska Spel and Norsk Tipping. Sportradar also operates in sports media and audiovisual distribution. It has supplied or operated over-the-top and streaming platforms for organizations including the K League, the World Rally Championship and Borussia Dortmund. It took over operation of the NHL’s international NHL.tv service for the 2022–23 season. Through its acquisition of businesses associated with Sportsman Media Group, including Laola1, the company strengthened its media-production, distribution and digital-platform capabilities. Integrity services are another important business area. Sportradar’s Security Services division monitors betting activity for patterns that may indicate manipulation, and it provides intelligence and investigative support to sports organizations, regulators and law-enforcement bodies. Its Fraud Detection System developed from an earlier warning system created after the 2005 Hoyzer match-fixing scandal. The system compares observed betting-market movements with expected patterns and refers potentially suspicious events to relevant federations for further investigation. Sportradar has worked with organizations including UEFA, the Asian Football Confederation, CONCACAF, FIBA, ESL and the International Olympic Committee, as well as law-enforcement agencies such as Europol and the Australian Federal Police. The company expanded through mergers, investments and acquisitions. It merged with Kilka in 2012, received investment from EQT, acquired companies including Attainment and Venatrack in 2013, and became a significant shareholder in Bosnia and Herzegovina-based NSoft in 2014. Its later acquisitions included Sportman Media Holding and Laola1 in 2016, and the U.S. sports-data firm SportsData in December 2023. Strategic partnerships with the NFL, NHL, NBA, NASCAR, the International Tennis Federation and other organizations broadened its rights portfolio and strengthened its position in North American and international sports. Sportradar became a publicly traded company on Nasdaq in September 2021 following a transaction involving Horizon Acquisition Corp II. The company is headquartered in St. Gallen and, according to the cited reference material, had 29 offices in 20 countries in 2024. Its present identity is that of a global infrastructure provider for the sports ecosystem rather than a consumer-facing sports team or league brand.
History
Sportradar began in Norway in 2001 under the name Market Monitor AS. Petter Fornass and Tore Steinkjer developed software that extracted betting odds from online sports-betting companies. The original activity was narrower than the present business: it focused on collecting and organizing odds information. Carsten Koerl became a major investor and acquired 51 percent of the company, helping establish the ownership and capital structure for later expansion. The company developed from an odds-monitoring provider into a broader sports-data and technology business. In 2012, Sportradar merged with Kilka and attracted investment from EQT. The following year it acquired Attainment GmbH and Venatrack Ltd. In 2014, it became a 40 percent shareholder in NSoft, a Bosnia and Herzegovina-based provider of omnichannel betting software. EQT’s ownership position was also reorganized during this period, with a minority stake transferred to EQT VI. Sportradar’s international sports-rights business grew substantially in 2015. It obtained distribution rights connected with NASCAR, the NFL and the NHL, received investment led by Revolution LLC and involving Michael Jordan and Mark Cuban, and renewed its role as the International Tennis Federation’s official data-collection service partner. The NFL acquired equity in Sportradar US as part of the partnership. In 2016, Sportradar expanded into sports media through its acquisition of Sportsman Media Holding and the Laola1 business. That year, the NBA entered a multiyear partnership with the company covering integrity services, data distribution and video streaming. The company’s integrity work has roots in the response to football match-fixing. After the 2005 Hoyzer scandal, Sportradar developed an Early Warning System designed to identify suspicious betting patterns. The system was later expanded with live monitoring and relaunched in 2009 as the Fraud Detection System. Developed with UEFA, it compares movements in online betting markets with expected patterns for particular matches. Potentially suspicious events can then be referred to the relevant sports federation for investigation. The system was later used across additional sports and regions through relationships with organizations such as the Asian Football Confederation, CONCACAF, FIBA, ESL and the IOC. Sportradar also developed intelligence and investigation services and entered cooperation with law-enforcement organizations including Europol and the Australian Federal Police. Sportradar continued to expand its media and league relationships. It worked on OTT platforms and digital distribution for the K League, the World Rally Championship and Borussia Dortmund. The K League signed a multiyear agreement in 2019 that expanded its international broadcasting reach, producing broader territorial coverage during the 2020 season. In 2020, the Board of Control for Cricket in India engaged Sportradar to support its Anti-Corruption Unit in monitoring the Indian Premier League season. In November of that year, the company announced an expansion of its intelligence and investigation capabilities for U.S. customers. In 2021, Sportradar appointed former Fiserv CEO Jeff Yabuki as chairman. It pursued a public listing through a transaction involving Horizon Acquisition Corp II and completed its Nasdaq initial public offering on September 14, 2021. The transaction was reported at an approximately $8 billion valuation. In June 2021, the NHL agreed to a ten-year extension and expansion of its relationship with Sportradar, covering official betting data, streaming rights, media data and integrity services. In April 2022, the NHL exercised an option to invest $10 million in Sportradar equity. Sportradar acquired the U.S. sports-data firm SportsData in December 2023. By 2024, the company was headquartered in St. Gallen, Switzerland, and had 29 offices in 20 countries, including locations in North America, Europe, Asia-Pacific and Latin America. Its development reflects the convergence of sports statistics, digital broadcasting, betting technology and integrity monitoring.
- 2023
SportsData acquisition
[1]Sportradar acquired U.S. sports-data company SportsData.
- 2021
Nasdaq initial public offering
[1]Sportradar completed its initial public offering on Nasdaq on September 14.
- 2021
Ten-year NHL agreement
[1]The NHL expanded its relationship with Sportradar through a ten-year agreement covering data, streaming, media rights and integrity services.
- 2019
K League international-broadcasting agreement
[1]The K League signed a multiyear agreement with Sportradar to extend international broadcasting.
- 2016
Sportsman Media Holding acquisition
[1]The company acquired the core business and shares of Sportsman Media Group, including Laola1.
- 2014
Investment in NSoft
[1]Sportradar became a 40 percent shareholder in NSoft, an omnichannel betting-software company.
- 2012
Merger with Kilka and EQT investment
[1]Sportradar merged with Kilka and received investment from EQT.
- 2009
Fraud Detection System launched
[1]The company relaunched its monitoring platform as the Fraud Detection System, adding live-monitoring capabilities.
- 2005
Early Warning System developed
[1]Sportradar developed an early betting-monitoring system in response to the Hoyzer match-fixing scandal.
- 2001
Market Monitor AS is established
[1]Petter Fornass and Tore Steinkjer formed Market Monitor AS around software that extracted online sports-betting odds.
Products and positioning
A global business-to-business sports-technology infrastructure provider connecting leagues, federations, media companies, bookmakers, lotteries and sports fans through data, content, betting technology and integrity services.
Sports betting technology
Betradar
Betradar is Sportradar’s sports-betting services brand. It supplies bookmakers and lottery operators with sports data, odds suggestions, live-betting information and related trading or risk-management capabilities. The underlying odds are produced from event data and mathematical models covering many sports and thousands of fixtures. Live markets require continuous updating as new information changes the probable outcome of a match or event.
Sports integrity · 2009
Fraud Detection System
The Fraud Detection System monitors betting-market movements for patterns that may be consistent with match manipulation. It compares observed odds changes with expected market behavior and identifies events for additional analysis. Findings can be passed to sports federations, which decide whether to begin formal investigations. The system has been used in football and expanded to other sports and international governing bodies.
Sports data
Sports data services
Sportradar collects, processes and distributes live sports information for leagues, federations, media companies, bookmakers and lotteries. Services can include schedules, scores, statistics, event feeds and data interfaces used in websites, applications, broadcasts and betting products. The company’s rights and collection relationships extend across international and national sports competitions.
Sports media technology
Audiovisual and OTT services
Sportradar produces, distributes or operates digital sports-media services for leagues and rights holders. Its work has included streaming and OTT platforms for the K League, World Rally Championship and Borussia Dortmund, as well as operation of the NHL’s international NHL.tv service beginning with the 2022–23 season. These services combine audiovisual feeds with digital distribution and audience access.
Sports integrity and investigations · 2013
Intelligence and Investigation Services
Sportradar’s Intelligence and Investigation Services support sports organizations, betting stakeholders and public authorities investigating integrity threats. The division grew from the company’s betting-monitoring work and provides investigative capabilities alongside automated detection. In 2020, Sportradar announced an extension of these capabilities specifically to support additional U.S. clients.
Sports media platform
Laola1
Laola1 became part of Sportradar through the 2016 acquisition of Sportsman Media Holding. It represents the company’s sports-media and digital-content activities, complementing data, betting and integrity services with direct-to-consumer and platform-oriented distribution capabilities.
Brand decisions
2023
Acquire SportsDataM&ABackground
Sportradar continued building its U.S. sports-data capabilities and expanding the breadth of information available to its customers.
Action taken
The company acquired U.S.-based sports-data firm SportsData in December.
Aftermath
The acquisition added a U.S. sports-data business to Sportradar’s international platform.
2021
Proceed with a Nasdaq public listingOtherBackground
Sportradar explored a public-market transaction through Horizon Acquisition Corp II as it continued expanding its sports-data, media and betting-technology businesses.
Action taken
The company completed an initial public offering on Nasdaq on September 14, 2021.
Aftermath
The listing made Sportradar a publicly traded sports-technology company; the transaction was reported at an approximately $8 billion valuation.
Reported transaction valuation. Approximately US$8 billion valuation at the IPO (September 14, 2021)
2021
Expand the NHL partnershipStrategyBackground
Sportradar had already worked with the NHL on sports data and related services since 2015.
Action taken
The NHL agreed to a ten-year relationship covering official betting data, streaming rights, media data rights and integrity services.
Aftermath
The agreement deepened Sportradar’s position as a long-term data, media and integrity supplier to a major North American league. In 2022, the NHL exercised an option to invest in the company.
NHL equity investment. US$10 million (April 2022)
Sources1 sources
Cite this profile: Cite the canonical profile. /brand-wiki/sportradar · Editorial policy · How profiles are compiled