Sports betting data provider Sportradar Group AG has entered into a definitive agreement to acquire IMG Arena and its rights portfolio from Endeavor Group Holdings, Inc.
The acquisition aims to strengthen Sportradar’s position as a leading industry provider of sports data and betting content across all global markets.
Endeavor Group to Pay Sportradar to take IMG
The deal’s financial considerations will total $225 million, with $125 million paid to Sportradar and up to $100 million in cash prepayments made by Endeavor to predetermined sports rightsholders.
Following the transaction, IMG’s betting rights will be integrated into Sportradar’s existing offerings, expanding its offering in soccer, basketball and tennis. Approximately 70% of global betting turnover is generated through these three sports.
IMG’s portfolio of sports data rights includes the likes of Tennis Grand Slam tournaments Wimbledon, the U.S. Open, and Roland-Garros, as well as Major League Soccer, EuroLeague basketball, and golf’s PGA Tour.
Carsten Koerl, Chief Executive Officer of Sportradar, stated: “Sportradar’s success is driven by the breadth of its sports coverage, its broad product portfolio and leading technology, and its global distribution network.”
He continued: “Given our proven track record of maximizing ROI through our global betting rights deals and our strengthened position across tennis, basketball, and soccer, we are confident in our ability to realize the full economic potential of this portfolio.”
“In addition, the unique structure of this transaction accelerates our revenue and cash flow profile and will be immediately accretive to our margins. The addition of these strategic rights will unlock new growth opportunities, enabling us to deliver exceptional value to our partners, clients, and shareholders,” he concluded.
The Switzerland-headquartered company hopes to achieve significant margin growth, outlining that it expects the deal to be immediately accretive to Sportradar’s adjusted EBITDA margins. It is also expected to accelerate revenue, adjusted EBITDA and the company’s cashflow.
In terms of events, bringing IMG under the Sportradar portfolio will add 39,000 official data events and 30,000 streaming events. This is across 14 different sports on six continents.
The deal is anticipated to close in the fourth quarter of 2025, pending regulatory approvals and the fulfillment of closing conditions. UBS Investment Bank is serving as the exclusive financial advisor, while Brandl Talos is acting as transaction counsel for Sportradar.
Sportradar Strengthens Global Data Position
Sportradar provides a broad portfolio of services and data to operators globally, as well as monitoring betting patterns to prevent match-fixing across a multitude of sports.
Given the complicated web of official data rights across sports, most in-play products will use a company similar to Sportradar’s managed betting services or data products. Crypto sportsbooks will also build odds for their sports betting products through deals and partnerships with Sportradar.
Analysts have noted that Sportradar could be on the verge of being investigated for monopoly or anti-competitive practices in jurisdictions such as the United Kingdom.
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