Sports Betting Dime, Saturday Tradition, Saturday Down South, Crossing Broad, Elite Sports NY, and Canadian Sports Betting are just a few of XLMedia's web businesses that will receive the information used by Sportradar in their real-time sports data products.

According to Brian Josephs, Sportradar's Head of Regional Sales, North America, the relationship demonstrates Sportradar's capacity to provide XLMedia's publisher partner brands and their highly engaged audiences with exclusive betting data and sports content in one convenient location.

"The partnership's dynamic, relevant, and engaging products will help XLMedia monetise their audiences even further, while also connecting with fans and bettors." 

“Partnering with an innovative sports technology company like Sportradar is key to XLMedia’s ambition to fuel fan engagement and enrich the audience experience across our sports media and sports betting brands,” said Elizabeth Carter, XLMedia's VP of global marketing and communications.

Sportradar's premium goods will undoubtedly boost demand from both consumers and sponsors. As time goes on, our team is excited to deepen this collaboration and integrate it even further.

In addition, XLMedia will enhance demand across its network by integrating betting odds and a suite of visualisation tools provided by Sportradar into its journalistic content.

Sportradar was just named the International Cricket Council's official data and betting partner, so this news comes as no surprise.

"The innovative use of sports data is one of the key pillars of our digital strategy," said Finn Bradshaw, Head of Digital at the ICC, in response to the agreement. Joining together with Sportradar will allow us to reach more cricket fans around the world and engage with them on a deeper level.