The New York Jets and Baltimore Ravens on Thursday announced strategic partnerships with Sportradar with the goals of maximizing sponsor performance and finding new sports betting opportunities in the New Jersey and Maryland markets.
Both teams have BetMGM as an official gaming partner, with the Ravens announcing their agreement Wednesday shortly after Maryland Gov. Larry Hogan signed sports betting into law there. The Jets play their home games at MetLife Stadium in New Jersey, a state that is one of the most mature markets in the country since PASPA was struck down three years ago.
For Sportradar, the marketing deal could represent a pivot of sorts after losing a bidding war with Sport Genius to remain the official data feed of the National Football League. The NFL finally came to full public acceptance of legalized sports wagering last month, signing deals with DraftKings, Caesars, and FanDuel to make the trio official betting partners.
“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 US, Sportradar, in a joint statement with the teams. “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.
“Our end-to-end platform provides each team a number of levers they can pull to ensure they’re delivering a personalized experience based on their distinct fanbases, while maximizing their marketing investment.”
How it will work
Sportradar will use its “ad:s” system, a data-driven marketing solution that will help the teams evolve and enhance marketing strategies with their legal sports betting partners. That would take the form of programmatic advertising campaigns designed to personalize fan experience and deepen engagement with the potential of greater customer acquisition.
According to the most recent release from the New Jersey Division of Gaming Enforcement, more than $275 million was wagered on football in the first four months of 2021 and nearly $1.4 billion was wagered in 2020.
“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,” said New York Jets Vice President of Business Development Jeff Fernandez. “The ability to engage, acquire, convert and retain customers in this super competitive and rapidly growing space is of the highest priority for operators. Sportradar’s proprietary technology and expertise in reaching sports bettors via predictive analytics will be extraordinarily valuable to Official LSB Sponsors of the Jets.”
“As we continue increasing our visibility in the world of sports betting and digital gaming, the Baltimore Ravens are honored to be among the first NFL teams to partner with an industry leader in Sportradar,” Ravens Chief Sales Officer Kevin Rochlitz stated. “Through its unmatched sports data intelligence, Sportradar provides an efficient and robust outlet for our partners to better engage with and cater to fans in this rapidly evolving industry.”
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