EXCLUSIVE: Sportradar signs on as augmented reality streamer for global tennis. By Lachlan Wills

Sports tech giant Sportradar has just inked a deal with the global tennis body the ATP for betting data and streaming rights across all tour and challenger events.

The multi-year deal commences this month and will see Sportradar’s ATP Service+ create augmented reality streaming with immersive 3D animations, along with expanded in-play betting markets and targeted betting products delivered during live streams.

Sportradar will work with the ATP’s data spin-off company Tennis Data Innovations (TDI) to roll-out the stats-driven fan engagement content.

TDI CEO David Lampitt says technology is key to reaching fans.

“This is a landmark opportunity to realise our growth ambitions and deliver on our commitment to take the fan experience to the next level. In partnership with Sportradar, we will develop and integrate advanced technologies to provide fans with a more immersive and entertaining experience,” he said.

“The partnership will be a catalyst for innovation to create unique growth opportunities across new global markets. Our aim is not only to deliver great enhancements for our existing fans but also attract a generation of new fans to the game.”

Sportradar will also act as a match-fixing watchdog for all ATP Tour and ATP Challenger Tour events, providing integrity services through monitoring and investigation.

Sportradar founder and CEO Carsten Koerl says next generation technologies are at the forefront of growth in the sport.

“This truly collaborative partnership will result, through the application of technologies, such as computer vision and AI, in the creation of engaging products and services as part of our ATP Service+ offering,” he said.

This will allow us to effectively monetise the relationship, while delivering new ways for bettors and fans to experience the sport of tennis.”