ICC teams up with Sportradar for new partnership

Sportradar joins as official data distribution and betting live streaming partner.

The International Cricket Council (ICC) has announced sports data and digital content company Sportradar as its official data distribution and betting live streaming partner.

The partnership will give the ICC more opportunities to engage with its fans, with Sportradar agreeing to cover 275 top tier matches of the eight upcoming women’s and men’s tournaments, starting from this month’s ICC Men’s T20 World Cup through to the ICC Men’s Cricket World Cup in 2023.

The deal will also see Sportradar integrate the ICC’s data into its Premium Cricket Service to help develop an ‘enhanced provision’ for sportsbook operators. The data will also be used to enhance the ICC’s digital platforms, which include its mobile app and websites.

Speaking about the new partnership, Finn Bradshaw, Head of Digital at ICC, stated:

“Innovative use of sports data is one of the key pillars of our digital strategy. This partnership with Sportradar will help us grow our global cricket fan base and deepen our engagement with it.”

David Lampitt, Managing Director, Sports Content and Partnerships at Sportradar, added:

“Cricket is among the most popular sports globally, and we see huge potential to grow its fan base still further, helping fans interact with the game on an even deeper level.

“Our partnership with the ICC is an exciting step towards engaging those new fans and, with the full breadth of our unique technology powering it, we will deliver enhanced cricket content globally – across a range of platforms.”

Sportradar will also use its Integrity Services to help the ICC with bet monitoring and reporting of all the games via its Universal Fraud Detection System (UFDS), which scans the market to report any suspicious matches to the authorities.