Sportradar announced on 3 November that it has completed its acquisition of IMG ARENA and its extensive portfolio of global sports betting rights from Endeavor Group Holdings. The deal, first announced in March 2025, significantly expands Sportradar’s content offering and solidifies its dominant position in the sports data and technology market.
The acquisition integrates IMG ARENA’s strategic relationships with more than 70 global rightsholders into Sportradar’s network. This immediately adds approximately 38,000 official data events and 29,000 streaming events to its annual offerings. The portfolio includes high-profile properties such as tennis’s Wimbledon and US Open Grand Slams, the PGA Tour, Major League Soccer (MLS), and EuroLeague basketball. With this addition, Sportradar’s total sports coverage now exceeds one million matches annually.
In a highly unusual transaction structure, Sportradar is not paying for the acquisition. Instead, the sports technology company will receive a total financial consideration of approximately $225 million. This sum is composed of two parts: $122 million in cash prepayments made by the seller, Endeavor, to certain sports rightsholders—a move reportedly made to align existing contracts with current market rates. An additional $103 million will be paid directly to Sportradar over the next two years, subject to standard purchase adjustments.
In its press release, Sportradar stated that the deal is expected to be immediately accretive to its adjusted EBITDA margins and free cash flow conversion, accelerating revenue and earnings growth.
The acquisition’s completion follows a probe by the UK’s Competition and Markets Authority (CMA). The investigation was launched due to concerns that the merger of two of the largest players would create an entity with an overly dominant market share, exceeding 25% of the UK’s sports data services. However, the CMA cleared the deal in October, accepting an “exiting firm” argument. Regulators concluded that Endeavor, as part of its move to be taken private, would have likely closed or sold IMG ARENA regardless. Therefore, the acquisition by Sportradar did not represent a substantial lessening of competition compared to that inevitable outcome.
“We are pleased to complete the acquisition of IMG ARENA,” said Carsten Koerl, CEO of Sportradar, in a statement. “This marks a significant milestone for Sportradar expanding our access to premium sports content that strengthens and complements our already robust global portfolio… With this, we are uniquely positioned to deliver even more immersive, data-rich experiences to our clients, partners and fans around the world.”
