The German Football Association (DFB) and Sportradar have extended their partnership, securing data and streaming rights for the DFB-Pokal, Germany’s premier domestic cup competition, through the 2026/27 season and beyond. This multi-year agreement expands Sportradar’s footprint in European football and underscores the growing demand for comprehensive sports data and streaming solutions, particularly within the rapidly evolving sports betting landscape. The deal, announced this week, covers exclusive betting data and audiovisual streaming rights for all 63 matches per season outside of the DACH region – Germany, Austria and Switzerland – alongside non-exclusive global media data rights.
This marks the first direct rights agreement between Sportradar and the DFB specifically for the DFB-Pokal, building upon a pre-existing relationship focused on content and editorial services. The expansion reflects a broader trend within the sports industry, where rights holders are increasingly recognizing the value of data-driven insights and the potential to unlock new revenue streams through strategic partnerships with specialized technology providers. The DFB-Pokal, known for its dramatic upsets and passionate fan base, presents a compelling package for both broadcasters and betting operators.
Expanding Data Capabilities with ‘Skeletal Data’
A key component of the renewed agreement is the introduction of “skeletal data” to the DFB-Pokal. This granular level of data, going beyond traditional statistics, provides a deeper understanding of on-field events and player movements. According to Sportradar, skeletal data will enhance fan engagement products and provide more sophisticated tools for betting operators. This includes tracking player speed, acceleration, and positioning, offering a more nuanced view of the game than previously available. The implementation of skeletal data aligns with a broader industry trend toward utilizing advanced analytics to create more immersive and informative experiences for sports fans.
Sportradar’s Expanding Football Portfolio
This DFB-Pokal extension is part of a larger strategy by Sportradar to solidify its position as a leading provider of sports data and technology. The company already boasts partnerships with major football organizations including FIFA, UEFA, the AFC, the Bundesliga, and CONMEBOL. Sportradar provides a comprehensive suite of services, ranging from data collection and analysis to streaming solutions and integrity monitoring. The company’s growing portfolio allows it to offer clients a one-stop shop for all their sports data needs.
Moritz Gloeckler, EVP Rights and Strategic Projects at Sportradar, emphasized the significance of the deal, stating, “Our extension of the agreement with DFB is a key addition to our already strong portfolio of global soccer rights. With more than five billion soccer fans worldwide, there’s massive appetite for content. Through partnerships with FIFA, UEFA, AFC, Bundesliga, CONMEBOL and more, Sportradar is well positioned to create the next generation of tech-driven products and services for clients to use to engage fans, reach new audiences and open fresh revenue opportunities.”
Kay Dammholz, Director Media Rights at DFB GmbH &. Co. KG, added, “With this agreement, we are further advancing the international media rights distribution of the DFB-Pokal. Together with Sportradar, we are ensuring a professional and safe global distribution of our betting streaming rights outside the DACH region, while upholding the highest standards of integrity and unlocking additional commercial potential for our premium cup competition.”
The growth in global betting activity, particularly in football, is a significant driver behind these types of partnerships. As the market expands, rights holders and technology providers are investing heavily in data-driven products to cater to the increasing demand for sophisticated betting options and enhanced fan experiences. The DFB-Pokal, with its unpredictable nature and passionate following, is well-positioned to benefit from this trend.
Looking ahead, the focus will be on the successful implementation of the skeletal data and the continued development of innovative fan engagement products. The DFB and Sportradar will continue to collaborate to ensure the integrity of the competition and maximize its commercial potential. The next key date will be the start of the 2026/27 season, when the full scope of the new agreement will be realized.
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