The German Bundesliga is looking to significantly step up engagement with its global fanbase by integrating a new tech stack by Sportradar, just as the new domestic season gets underway.

The sports tech provider will significantly boost the viewing experience for anyone outside Germany that tunes in to watch some of Europe’s heavyweights clashing against each other.

Worldwide coverage of Bundesliga matches is managed by Bundesliga International, which has been a commercial partner of Sportradar going back to 2005.

International appeal holds value

The Bundesliga enjoys a relatively high interest from a global audience. Just for reference, the 2019 final between FC Bayern München and Borussia Dortmund was broadcast in over 200 countries. 

This was made possible through media partnerships across the Americas, Europe, the Middle East, Asia, and Africa. 

More recent estimates have put the German top-flight league second only after the English Premier League in terms of global viewership ranking.

And while difficult to provide concise data on international wagers placed on the Bundesliga, Safebettingsites estimated that number to be around €27.8bn during the 2019/20 season.

Although Germany’s own domestic market will account for a solid portion of this, the league’s international reach driven by its teams will mean that the global betting volume accounts for a huge amount.

Sportradar eyes more Bundesliga growth

Sportradar will utilise 3.6 million data points from every Bundesliga match and leverage its proprietary tracking technology to elevate international broadcasts ahead of the 2025/26 season.

Peer Naubert, CEO of Bundesliga International, commented: “The Bundesliga is always looking to innovate and, working with Sportradar, we lead the way when it comes to enhancing our media product for the betting and gaming industry,”

“This long-term relationship lays the foundation for creating new ideas and staying ahead of the curve, and we’re excited to see the fruits of that labour come to life with this latest launch.”

Some of the new additions include Live Player Markets, which makes use of Sportradar’s AI capabilities to create around 240 real-time betting opportunities per match.

Another highlight is 4Sight Streaming, which allows betting operators to incorporate AI-driven overlays into a live game stream for increased perception of the action on the pitch.

Lastly, Enhanced Live Match Tracker serves betting apps by leveraging tracking data that keeps in-play betting variety fresh.

Sportradar also remains the official Bundesliga and Bundesliga 2 provider of betting and streaming rights outside of the DACH region.

Patrick Mostboeck, SVP Fan Engagement at Sportradar, added: “We are thrilled to further deepen our collaboration with Bundesliga, one of the most popular soccer leagues in the world.

“Over the course of our nearly twenty-year relationship, we’ve worked together to develop some of the most innovative and engaging soccer solutions for fans across the globe. 

“And we continue to work together to power new ways to engage audiences and deliver unmatched value to the global soccer ecosystem.”

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