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Sportradar Group AG , the leading sports technology and data provider, has secured a multi-year extension of its data and audiovisual betting rights partnership with the Deutscher Fussball-Bund (DFB) for the German FA Cup (DFB-Pokal). The agreement builds upon rights initially acquired through the company’s IMG ARENA acquisition earlier this year.
The renewed deal grants Sportradar exclusive global data and streaming betting rights for the DFB-Pokal outside the DACH region (Germany, Austria, Switzerland), alongside non-exclusive worldwide media data rights. In a competition first, the agreement introduces skeletal tracking data to power enhanced fan engagement and betting products—technology Sportradar already deploys for major partners including UEFA, Bundesliga, and the NBA.
Marking the first direct partnership between Sportradar and DFB specifically for the prestigious knockout tournament, the agreement commences with the 2026/2027 season and encompasses all 63 DFB-Pokal matches annually. The two organizations have maintained a successful working relationship through content production and editorial collaborations.
Capitalizing on Football Betting Growth
With global football betting Gross Gaming Revenue projected to surge approximately 50% over the next four years, Sportradar aims to help operator clients capture increased market share through cutting-edge, personalized betting experiences.
The company continues pushing innovation boundaries in football, leveraging comprehensive data alongside proprietary AI technology to develop dynamic wagering products including micro-markets and live player propositions—tools enabling sportsbook operators to drive customer engagement and revenue growth.
“Our extended partnership with DFB represents a significant addition to our robust global football rights portfolio,” said Moritz Gloeckler, EVP Rights and Strategic Projects at Sportradar. “With over five billion football fans worldwide, content demand is enormous. Through our partnerships with FIFA, UEFA, AFC, Bundesliga, CONMEBOL, and others, Sportradar is uniquely positioned to create next-generation technology-driven products that help clients engage fans, access new audiences, and unlock fresh revenue streams.”
Kay Dammholz, Director of Media Rights at DFB GmbH & Co. KG, added: “This agreement advances the international media rights distribution of the DFB-Pokal. Working with Sportradar ensures professional, secure global distribution of our betting streaming rights outside DACH, maintaining the highest integrity standards while maximizing commercial opportunities for our premium cup competition.”
Sportradar partners with over 100 football organizations worldwide, distributing the industry’s most extensive football content portfolio—including live data and audiovisual services—to a global network of 800 sportsbook operators and 1,500 media clients. The offering spans more than 900 leagues, delivering 150,000 pre-match markets and 105,000 in-play markets annually.
