Sportsradar announced on Thursday that it has completed the acquisition of Fresh Eight Ltd., upgrading its digital marketing services platform.

Sportsradar-Fresh Eight Deal

The deal will prove advantageous for Sportsradar as it now gains access to the various technology and marketing tools of Fresh Eight, which is an operator of a personalized messaging platform in the global betting and gaming market-place.

Sportadar gives its digital marketing services platform a significant upgrade thanks to a DCO personalization technology in both display and paid social, allowing sportsbook partners to fully optimize their media investments. The Technology also enables sports-oriented publishers to control the integration of native and personalized sports betting content into their platforms.

By completing this strategic acquisition, Sportradar has strengthened its existing ads platform offering which offers highly targeted programmatic advertising capabilities to a significant number of betting and gaming businesses.

Fresh Eight has established itself as a widely-acclaimed technology provider in the global market, especially in the United States where it boasts an impressive portfolio of clients that includes operators Entain, Fan Duel, LeoVegas, and William Hill; and publishers News UK, NBC Sports, CBS Viacom, and ESPN.

Key People on the Deal

Carsten Koerl, Sportradar Group CEO, said: “We have developed ad:s into a substantial business for Sportradar with its platform offering and a significant portfolio of sports-book clients. But the market doesn’t stand still, and we must continually innovate and grow. The acquisition of Fresh Eight will accelerate that growth, as we add this personalization technology to our marketing services offering.

Andrew Sharland, founder and CEO, Fresh Eight, said: “We founded the business with the ambition to substantially improve advertising efficiency and returns for the world’s leading gambling operators and media groups. Today we partner with some of the industry’s biggest brands in Europe and the US.”

“Data is the core DNA of both companies with a shared vision of how intelligence and automation can transform marketing efforts in the betting and gaming vertical. The combination of Fresh Eight’s machine decisioned personalization tools and Sportradar’s proprietary marketing technology and access to real-time sports and pricing data present customers with a compelling digital marketing offering. I’m looking forward to working with Sportradar.”