Our take on the SportRadar tech and the NBA League Pass collaboration, and the extended agreement between the DFL and Amazon Web Services.
Q1 of 2024 has flown by, and it's time to share our latest insights from the SportsTech World!
In our Round-up of March, we analyse two key stories - The NBA League Pass’s integration of sport radar tech for in-play betting and the extended agreement between the DFL and Amazon Web Services.
NBA League Pass uses Sportradar tech to integrate in-app betting
Sportradar and the National Basketball Association have launched an in-play betting function on NBA League Pass through Sportradar’s over-the-top technology emBet.
🔎 Our Take:
Through its collaboration with Sportradar, the NBA seizes the momentum of sports betting's rise in popularity while elevating fan engagement during live games. Embet is a product that combines two key industry trends: users' appetite for placing bets on their favourite teams and sports through the SportRadar capabilities and their desire to have a fun and gamified experience through the LiveLike features set.
For the NBA, this strategic move underscores a dedication to enhancing its direct-to-consumer offering, notably through the League Pass. The legalisation of betting in certain states presents opportunities, with the opt-in nature of the function ensuring fans maintain control over their engagement levels, promoting responsible betting directly through the NBA's platform. It is also a new avenue for revenue streams for the League, which has always proven to be a front-runner on that topic.
As Sportradar has served as the NBA's official data and technology partner since 2021, access to 3D optical tracking data has enabled the introduction of a pioneering in-play betting option in a major US sporting league. This collaboration offers significant ROI potential for Sportradar's media partners, betting operators, and new client acquisition, leveraging access to data for mutual benefit.
DFL Deutsche Fußball Liga and Amazon Web Services Expand Partnership to Further Drive Innovation Across Bundesliga and Bundesliga 2
AWS becomes the Official Generative AI Provider of the DFL as part of its long-term innovation strategy.
🔎 Our Take:
The extended collaboration between the DFL and AWS solidifies the DFL's reputation as an innovative league, utilising technology to enhance operations and enrich the fan experience. By embracing data and analytics, the league has introduced groundbreaking projects to improve both internal and commercial operations.
Among the partnership's highlights, the integration of Artificial Intelligence, particularly genAI, stands out. Through AI technology, the DFL aims to offer personalised experiences, such as automated translation of match commentary, catering to its diverse fan base internationally.
Commenting on this news, Our Chief Strategy Officer, Jean-Baptiste Alliot had this to say, "It has for long been a desire for the sport industry to make personalised experiences tailored for each fan. The reality has been that it was not technically easy, not ready and, more importantly, not economically viable to do so. But through AI, we can see hyper-personalisation at scale for each fan to become a reality. Beyond translations, all the content and services provided will be unique to each fan based on their preferences and behaviours, which can be a real game changer in our industry ".
For AWS, expanding their partnership with the DFL cements their position as a leading technology provider for a premier sports league. The collaboration, which began in 2020, has yielded success across multiple projects, including developing Bundesliga Match Facts. This extension not only strengthens AWS's reputation among competitors like Microsoft and Google but also validates the capabilities of its cloud services portfolio. This success potentially opens doors for further advancements in the sports industry as organisations increasingly adopt new technologies and a path to create the fan experience of tomorrow tangibly.
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