Sportradar has entered into an agreement with the Bowl Season, becoming an official partner of the collegiate American football series for the 2022/23 season.

The collaboration will see the Nasdaq New York-listed company support the Bowl Season as it seeks to enter the sports betting space “in a thoughtful and responsible manner”. 

This will include a sponsorship caveat with an educational element, focusing on training the organisation’s membership on entering engaging with sports betting, whilst Sportradar Integrity Services (SIS) will also carry out a function.

Additionally, the Swiss sports data and technology firm will also work to identify potential ways for the Bowl Season to participate in the overall value chain via a range of commercial opportunities. 

“Millions of sports fans look forward to Bowl Season each year,” said Sportradar Chief Commercial Officer Ed Blonk.

“We see untapped potential in the collegiate sports space, and this multifaceted partnership will help the organisation enhance an already exciting experience for their fans and reach a broader audience.”

The deal represents a further expansion of Sportradar’s portfolio of US partners as the sports betting industry grows in the country as well as a strengthening of its foothold in the sports athletics scene, having partnered with several collegiate athletic conferences.

Other developments in this space saw Sportradar acquire Synergy Sports – a leading company in data and video analytics for the US college and professional sports space – in March 2021, whilst also launching an OTT platform with a college athletics partner. 

Nick Carparelli, Bowl Season Executive Director, added: “Sportradar’s expertise in creating immersive experiences for sports fans is a perfect fit for Bowl Season.

“Sportradar will be a great resource to Bowl Season, playing a major role at our Annual Meeting this coming spring and educating our membership on their wide array of services. We’re thrilled to partner with Sportradar and look forward to working with them.”