Court Jeske
United Soccer League Announces Exclusive, Long-Term Partnership with Sportradar to Fuel its Global Growth
The United Soccer League (USL) announced a global, six-year partnership with Sportradar to drive fan engagement, through the application of innovative data and audio-visual products, for North America’s largest professional soccer organization.
As the USL’s Official Betting and Technology Partner, Sportradar now collects, licenses and distributes USL’s official betting and media data, as well as offer live streaming of USL competitions for sports betting to its global network of more than 900 regulated betting operators and 350 media outlets. The deal covers more than 600 USL matches per year across all three USL professional leagues, including USL Championship, USL League One and the newly formed USL Super League, set to launch in August 2024.
“The USL aims to be the most widely available league for fans both domestically and abroad. This partnership demonstrates a step forward in the betting and technology space for USL’s Men’s and Women’s professional leagues, and we are proud to grow with Sportradar – a leader in the business – as we have since 2018,” said USL Chief Commercial Officer Court Jeske.
“We are pleased to enter this partnership with North America’s largest professional soccer organization. Sportradar’s comprehensive products and solutions will enable USL to capitalize on opportunities across betting, media, and fan engagement, driving value for all stakeholders. This partnership strengthens our global portfolio of soccer rights, as we can leverage the data to develop highly innovative products and move up the value chain with our clients,” said Eric Conrad, EVP, Strategic Partnerships, US & LATAM at Sportradar.
Additionally, the USL will continue to utilize Sportsradar’s Integrity Services, a partnership established in 2019. This collaboration encompasses bet monitoring facilitated by the Universal Fraud Detection System (UFDS), Intelligence and Investigation (I&I), Integrity Audit, and Education and Prevention initiatives, including anti-match fixing workshops.
The USL retained Sportfive to manage the negotiations with Sportradar. The USL has exclusively worked with Sportfive since 2019 to unlock the value of betting and media data for the organization.
Canada
USL and SPORTFIVE Expand Partnership to Grow Media and Sports Betting Business Internationally
The United Soccer League (USL) and global sports marketing agency SPORTFIVE have reached a new, long-term, expansive partnership to help the league grow its business globally.
Under the agreement, SPORTFIVE will continue to secure key international media distribution partnerships across television and digital platforms for USL’s professional leagues, including the USL Championship and USL League One men’s competitions and the USL’s new professional women’s competition, the USL Super League, which will launch in August 2024. SPORTFIVE will also help expand USL’s sports betting streaming and data partnerships globally.
SPORTFIVE and USL originally partnered in early 2020 when the agency was tasked with marketing the international broadcasting rights for the USL Championship and USL League.
“The USL brand of soccer has arrived, and we are proud to expand our partnership with SPORTFIVE to take that brand to the world. This long-term agreement allows us to be very intentional about our global growth and exposure while doing so with a partner we know and trust,” said USL Chief Commercial Officer Court Jeske.
“American Soccer continues to make an impact on the sports global landscape, so we are proud to partner with the USL to bring more of their exciting content to more international markets. Fans are increasingly interested in consuming sports they love that are played anywhere around the world, and being able to help USL reach more international fans through expanding content distribution and sports betting partnerships globally is a very exciting opportunity,” said Thomas Klingebiel, President of Media at SPORTFIVE.
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