Sports betting service provider Sportradar has signed two new agreements with the New York Jets and Baltimore Ravens, to provide its ad:s sports betting marketing technology to the NFL franchises.
The supplier said the data-driven product will help each team enhance and refine their sponsorship and affiliate marketing strategies for legal sports betting partners.
This, it said, will help to maximize the teams’ sponsor performance, and unlock new opportunities for their wagering partners in the sports betting market.
Sportradar said its ad:s solution will inform dynamic creative assets and produce data-driven content to be featured in programmatic advertising campaigns in order to personalize the fan experience and deepen the level of engagement between the teams and their fans.
The partnerships mark the first time that major US professional sports teams have partnered with a business for betting marketing technology.
“Sportradar is thrilled to be working with the Jets and the Ravens on this strategic initiative in the ever-evolving US market,” said Mike Smith, head of advertising for the US at Sportradar.
“Legalized sports betting presents new and unique opportunities for teams, as well as betting operators, and the Jets and Ravens are taking a step in raising the value of their brands for their respective betting sponsors.”
Jeff Fernandez, New York Jets’ vice president of business development and ventures, added: “This innovative relationship with Sportradar will allow the New York Jets to optimize the overall performance of our legal sports betting partners, both inside and outside of our ecosystem.”
Fernandez concluded that the ability to engage, acquire, convert and retain customers is of the highest priority for its operator partners, and that Sportradar’s technology will be “extraordinarily valuable” to the Jets’ official sports betting sponsors.
Baltimore Ravens’ chief sales officer, Kevin Rochlitz, added that the team is honored to be among the first National Football League (NFL) teams to partner with Sportradar, and that the technology will provide an efficient outlet for the team’s sports betting partners to better engage with fans.
Earlier this week, the Ravens signed a deal with MGM Resorts and Entain joint venture BetMGM, for the operator to become the team’s first official gaming partner.