The expanded sports betting landscape has had major coattails, and now that includes a new TV and digital network. Industry giant Sportradar announced last week that it will be launching a new US sports betting information network.
For the venture, Sportradar is partnering with SportsGrid, a free 24-hour audio and video sports wagering network. The media company owns DailyRoto, RotoExperts, and the FNTSY Sports Network.
The two companies will now offer bettors an opportunity to tune in 24 hours a day for stats, previews, and other wagering-related programming. The network will initially be available on numerous digital platforms. Satellite and cable television deals are also a possibility.
Numerous media offerings have launched since the Supreme Court struck down PASPA last May. That includes shows from networks like FOX Sports, ESPN, CBS, and TVG.
However, this appears to be the first effort at a network solely devoted to sports betting.
Sportradar offers statistics and data for leagues around the world. The service plans to utilize its advertising and OTT (streaming media) technology and data with SportsGrid’s programming expertise.
“Sportradar is always looking to enhance the fan experience through the use of data and technology,” said Jason Sukhraj, Sportradar senior vice president of US advertising and OTT. “Collaborating with the SportsGrid executive team provides us with the platform to mesh our core competencies around betting with their programming talent and address the increasing demand for information and content geared around sports gaming.”
Something unique for sports bettors
SportsGrid President Lou Maione made an appearance last week on the Legal Sports Report Podcast to talk about the network.
Maione said the project has been in the works for about 15 months and makes for a perfect match to launch their network.
“We have the infrastructure,” he said. “We have the talent, we have the content, we have the studios. We have our IP [intellectual property] when it comes to transactional business or daily roto. We’re seasoned veterans there.”
The agreement with Sportradar now allows the company to add to that significantly from a data standpoint. The combination allows for something unique for gamblers, Maione believes.
“We wanted to make sure we got the right partner and that was Sportradar,” Maione said. “They have the adserver, they have the tech, they have the fan engagement tools, all the data and analytics that nobody can really get.”
What to expect
The companies released a video previewing the type of content that will be on the network. The sizzle reel uses the tagline: “SportsGrid, your home for comprehensive information and analysis. Get on the grid!”
The video highlights some of the personalities and insight to be featured in its programming. SportsGrid’s studios are located in New York City as well as other areas of the country. Maione hinted in the podcast that another studio will be announced soon.
From an advertising angle, the network allows sportsbook, casinos, and others to reach a specific audience segment interested in betting.
How will the network fare? SportsGrid will have to find an audience in a crowded sports marketplace. Are there enough viewers to turn away from traditional sports media for more betting-centric viewing?
Maione doesn’t see finding a market for the channel as a problem. Because of its content and fan engagement, SportsGrid plans to offer something unique – a one-stop shop programming solution.
“This partnership with Sportradar – the idea is that they have certain assets and we have certain assets,” he said. “Together we can’t be beat on a 24-hour network.”