Sportradar Acquires IMG Arena in $225 Million Deal, Expanding Global Sports Betting Rights Portfolio

Sportradar Group, a leading global sports technology company, has announced a definitive agreement to acquire IMG Arena and its extensive portfolio of global sports betting rights from Endeavor Group Holdings.

The deal, valued at $225 million, is expected to close in the fourth quarter of 2025, pending regulatory approvals and standard closing conditions.

Key Takeaways:

• Sportradar will acquire IMG Arena in a $225 million transaction with a unique financial structure
• Endeavor will pay $125 million to Sportradar and allocate up to $100 million as cash prepayments to rightsholders
• IMG Arena’s portfolio includes partnerships with over 70 rights holders covering approximately 39,000 events
• The acquisition adds premium rights for major tennis tournaments, MLS, EuroLeague, and PGA Tour
• Deal expected to close in Q4 2025, subject to regulatory approvals

Innovative Financial Structure

The transaction features an unusual financial arrangement that benefits Sportradar’s balance sheet. Rather than Sportradar paying for the acquisition directly:

• Endeavor will pay $125 million to Sportradar as part of the deal
• Endeavor will allocate up to $100 million as cash prepayments to certain sports rightsholders

This structure means Sportradar effectively acquires IMG Arena without any direct cash outlay, making it a financially advantageous deal for the company. Industry analysts have noted this arrangement as particularly favorable for Sportradar’s liquidity position.

“This is a rare example of an acquisition where the buyer actually receives cash rather than paying it,” explained James Peterson, sports business analyst at Morgan Stanley. “The structure suggests Endeavor may have strategic reasons for divesting IMG Arena that go beyond pure financial considerations.”

Premium Rights Portfolio Expansion

IMG Arena brings a substantial portfolio of sports betting rights that significantly expands Sportradar’s content offerings. The acquisition includes partnerships with over 70 rights holders, covering approximately:

• 39,000 official data events
• 30,000 streaming events
• 14 sports worldwide

Notable rights in the portfolio include some of the most prestigious tennis tournaments in the world:

• Wimbledon
• The U.S. Open
• The French Open
• The Australian Open

The portfolio also includes valuable rights for Major League Soccer (MLS), EuroLeague basketball, and the PGA Tour.

“The addition of IMG Arena’s premium rights portfolio, particularly in tennis, soccer, and basketball, perfectly complements our existing offerings,” said Carsten Koerl, CEO of Sportradar. “These are among the most bet-upon sports globally and represent significant growth opportunities for our business.”

Strategic Industry Positioning

The acquisition strengthens Sportradar’s position as a leading provider of data and technology services to the sports betting industry. By integrating IMG Arena’s extensive rights portfolio, Sportradar aims to:

• Expand content distribution across global markets
• Fuel product development for sports betting platforms
• Drive incremental value for clients, partners, and shareholders

“Sportradar’s success is driven by the breadth of its sports coverage, its broad product portfolio and leading technology, and its global distribution network,” Koerl emphasized. He added that the acquisition would unlock new growth opportunities and maximize ROI through global betting rights deals.

The transaction is projected to accelerate Sportradar’s revenue, Adjusted EBITDA, and free cash flow growth. It is also expected to be accretive to the company’s Adjusted EBITDA margins, enhancing its financial profile.

Market Impact and Industry Trends

The deal reflects ongoing consolidation in the sports data and technology sector, as companies seek to build comprehensive offerings that serve the rapidly expanding global sports betting market.

“This acquisition significantly strengthens Sportradar’s position in the competitive sports data landscape,” said Michael Thompson, sports betting industry analyst at Goldman Sachs. “Having access to official data from premium properties like Grand Slam tennis tournaments gives them a competitive edge in serving operators worldwide.”

The transaction also highlights the increasing value of official sports data rights, particularly for real-time betting applications. As sports betting continues to expand globally, official data partnerships have become crucial strategic assets for technology providers.

“Official data is the foundation of in-play betting, which represents the fastest-growing segment of sports wagering,” explained Sarah Williams, director of research at H2 Gambling Capital. “By consolidating these premium rights under one provider, Sportradar can offer more comprehensive packages to betting operators while streamlining the rights acquisition process for sports leagues.”

Path to Completion

The deal is subject to regulatory approvals and standard closing conditions, with completion anticipated in the fourth quarter of 2025. This timeline allows for the necessary legal and financial processes to be finalized.

Sportradar has indicated that the integration planning process will begin immediately, with the goal of ensuring a smooth transition for IMG Arena’s clients and partners. The company expects to maintain IMG Arena’s existing relationships with rightsholders while exploring opportunities to enhance service offerings.

Industry Outlook

The sports betting data industry continues to evolve rapidly as legalization expands across global markets. Sportradar’s acquisition of IMG Arena positions the company to capitalize on these growth opportunities while consolidating its leadership position.

“As sports betting becomes more mainstream, particularly in the U.S. market, the demand for official data and streaming rights will only increase,” said Williams. “This acquisition ensures Sportradar has premium content to fuel both current and future product development.”

The deal also highlights the growing interconnection between sports media rights and betting content, as leagues increasingly recognize betting-related data and streaming as valuable revenue streams separate from traditional broadcast rights.

“We’re seeing a fundamental shift in how sports properties think about their rights,” noted Thompson. “The traditional broadcast package is now just one component of a more complex rights ecosystem that includes betting data, streaming, and other digital assets.”

Wrapping Up

Sportradar’s acquisition of IMG Arena represents a significant strategic move in the sports technology and betting industry.

By integrating IMG Arena’s extensive rights portfolio, Sportradar aims to strengthen its global offering, drive financial growth, and deliver enhanced value to its stakeholders.

The deal’s innovative financial structure, which brings $125 million to Sportradar rather than requiring a cash outlay, provides the company with additional resources to invest in product development and further expansion. As the sports betting market continues to grow globally, this acquisition positions Sportradar to capitalize on increasing demand for premium sports data and content.

Sources

• Ministry of Sport. “Sportradar to Unlock New Growth Opportunities with IMG Arena Acquisition.” March 2025.
• Reuters. “Sportsradar to Buy IMG Arena for Its Global Sports Betting Rights Portfolio.” March 19, 2025.
• GlobeNewswire. “Sportradar Announces Agreement to Acquire IMG ARENA and Its Strategic Portfolio of Global Sports Betting Rights.” March 19, 2025.