Sportradar Agrees Synergy Sports Acquisition

Sportradar, a manufacturer of sporting data intelligence and sport entertainment solutions, has agreed to buy Synergy Sports, a leader of digital sports technology solutions and data and video analytics for college and professional sports in the United States.

Sportradar said the purchase complements its 360-degree product suite and advances the company’s goal of deepening and broadening its partnerships with leading sports organisations around the world. The transaction is scheduled to close in the second quarter, pending customary conditions and regulatory approvals.

Affiliations and agreements

Sportradar is the primary affiliate of the NBA, NFL, NHL, and MLB in the United States, while Synergy Sports has league-wide agreements with the NBA and MLB, as well as all of NCAA Division I women’s and men’s basketball, and over 90 percent of NCAA Division I men’s baseball.

Synergy’s historic collaboration with FIBA to build the FIBA Connected Stadium offers basketball clubs, leagues, and federations with a complete end-to-end infrastructure network with automated video processing and graphics on a global scale.

According to Sportradar, the convergence of Synergy’s US and foreign businesses would be a natural match for the company’s vision for the “…continuing evolution of the way sports content will be created, digitized and delivered.”

Synergy Automated Camera System

Furthermore, the company will capitalise on the success of Synergy Sports’ video technology, Synergy Automated Camera System, by layering its own video and OTT product suite on top of it, allowing for the creation of deeper technology-enabled partnerships with sports organisations.

Sportradar Group CEO Carsten Koerl said: “Sportradar is the leading data and technology provider to betting operators as well as media companies and sports leagues globally. Adding Synergy Sports to the Sportradar family will expand our product offering into US college sports data and video analytics and further cements our relationships with the major sports organizations in the US and around the world. 

“We have huge respect for the talented, energetic and passionate management team that Nick Maywald and Mark Silver have built at Synergy Sports. Like Sportradar, their focus is always sport and the customer, and we are looking forward to working with them to expand the business and unlock exciting new commercial opportunities for our sports partners.”  

Providing mission-critical content

Synergy Sports’ Executive Chairman, Maywald, stated: “Sportradar is the perfect partner to accelerate the evolution of Synergy Sports in the US and around the world. Our team is extremely excited to become part of the Sportradar story, the global leader in understanding and leveraging the power of sports data and content. 

“Their extensive knowledge in providing mission-critical content to all types of sports-related customer groups complements our technology-based league relationships cantered around our video technology and analytics products. Data is in the DNA of both companies and this partnership will deepen our relationships with both Professional and College sports in the US and internationally.”