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Analyzing The New York Jets And Baltimore Ravens Sports Betting Marketing Agreement With Sportradar

The New York Jets and Baltimore Ravens both announced partnerships Thursday with Sportradar, a leading global provider of sports betting and sports entertainment products and services. 

Writing for, Chris Altruda indicated that for Sportradar, the move may be somewhat of a pivot after losing out to Sport Genius in a bidding war to remain the official data feed of the NFL.  

 Thus, instead of providing the exact in-game statistical data that would help the NFL’s new betting partners set and update in-game odds and lines (and help the NFL maintain the game’s integrity), Sportradar is testing different waters. That is, helping teams such as the New York Jets and Baltimore Ravens maximize their own opportunities within their partnerships with betting outlets.

In a joint statement with the two NFL teams, Sportradar head of United States advertising Mike Smith said, “Sportradar is thrilled to be working with the Jets and the Ravens on this strategic initiative in the ever-evolving U.S. market. Legalized sports betting presents new and unique opportunities for teams, as well as betting operators, and the Jets and Ravens are taking a step in raising the value of their brands for their respective betting sponsors. Our end-to-end platform provides each team a number of levers they can pull to ensure they’re delivering a personalized experience based on their distinct fanbases, while maximizing their marketing investment.”

In non-corporate-speak, what that means is the Jets and Ravens are hoping for is that Sportradar can use its database to help them, and their official gaming partner—both are with BetMGM—target their marketing efforts in a more efficient way.  


As Jets’ vice president for business development and ventures Jeff Fernandez said in the statement, “This innovative relationship with Sportradar will allow the New York Jets to optimize the overall performance of our legal sports betting partners, both inside and outside of our ecosystem. The ability to engage, acquire, convert and retain customers in this super competitive and rapidly growing space is of the highest priority for operators.” 

In other words, Sportradar can help the Jets and BetMGM find potential customers outside of their established network of patrons. (The same, of course, is true for the Ravens and BetMGM.) The Jets, who despite their name, are based and play their games in New Jersey, were wisely ahead of the curve. They first partnered with MGM Resorts and their gaming division in October 2018, four-plus months after legalized sports betting first debuted in the state following years of court battles. 

As for the Ravens, they announced a partnership with BetMGM on Wednesday, one day after Maryland Governor Larry Hogan signed legalized sports betting into law for the state.

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