Swiss sports data supplier Sportradar has signed a new deal which will make it the exclusive provider of statistics for MGM GVC Interactive LLC across a number of professional sports leagues.
The deal comes just a few months after the formation of the new gaming enterprise.
GVC is Britain’s biggest betting corporation, claiming ownership of companies like Ladbrokes, Coral, bwin, and partypoker. This summer, it signed a $200 million partnership with MGM Resorts, one of the world’s biggest casino groups. The joint venture between the two giants promised to give the companies “meaningful early mover advantages” in the burgeoning US sports betting market.
MGM GVC Interactive is now making moves to ensure it has industry-leading sports betting data in its back pocket.
“We have a clear and simple objective; to provide our US customers with the best and broadest range of betting products in the market,” MGM GVC Interactive CEO Adam Greenblatt said in a statement.
With the popularity of mobile and live, in-game betting on the rise, securing access to the fastest and most reliable sports data will be key in a growing US market.
The deal will go a long way towards that end, as it covers “a wide range of pre-match and live betting services, along with bet simulation content such as live match trackers.”
Expanding the Radar
The Swiss-based data company already had strong roots in the US sports landscape before striking this latest partnership.
Amid concerns that a franchise in Las Vegas could jeopardize the integrity of its games, the National Hockey League (NHL) signed an accord with Sportradar in 2016 to keep an eye on suspicious betting patterns.
It also has official partnerships in place with the NBA, NFL, NASCAR, and FIFA.
The company claims to collect and analyze data from 400,000 sporting events every year and has been closely watching sports betting developments in the States.
“We have been preparing for the opening of the US market for some time now with an across-the-board ramp up of our US sports betting offering,” said the company’s VP of gaming sales, Neale Deeley.
In March, a Sportradar executive was fired for betting on esports matches, but it doesn’t appear to have had any effect on the company’s ability to do business at an international level.
Let’s Make a Deal
It’s the latest in a long line corporate pacts to be struck following the US Supreme Court decision in May which overturned a federal ban on sports betting.
And no casino operator has been busier than MGM since then.
- In April, it signed a $25-million, three-year deal to become the exclusive gaming partner of the NBA.
- Last month, MGM partnered with the NHL, giving the gaming monolith exclusive access to the league’s new player-tracking technology.
Those partnerships — combined with the new Sportradar deal — should give MGM a leg up on the competition when it comes to sports betting offerings in the US market.