Sportradar has expanded its partnership with Betway, providing the operator with its ad:s multi-channel performance marketing platform and its audio-visual (AV) services.

The new agreement builds on the previous deal between the two parties for advanced sports betting services, including Bet Entertainment tools, live odds, pre-match odds, and the distribution of live data from premium sports competitions.

Anthony Werkman, CEO of Betway, noted: “We’re really excited by our latest agreement with Sportradar that allows us to engage our customers across a variety of devices, platforms, and channels, which further enhances the sports betting experience.”

Using its understanding of online behaviours, Sportradar’s ad:s services team will supply Betway with proprietary technology to support the Super Group brand in more efficient customer engagement, acquisition, and retention, as well as offer a more personalized experience across various channels.

Covering 400,000 live sporting events per year, the provider’s AV services will give Betway users access to global competitions including the NBA, MLB, and NHL, as well as Germany’s Bundesliga and Spain’s Copa del Rey.

“Sportradar’s intelligence-driven technology, underpinned by AI and coupled with our deep understanding of the sports industry, supports global top-tier operators like Betway in attracting new customers and engaging existing ones in multiple ways,” added Ed Blonk, Chief Commercial Officer at Sportradar.

“By creating an enhanced, highly personal experience for customers, sportsbooks are now able to differentiate their offering to establish loyalty, drive growth and be distinctive in an increasingly competitive environment.”