Sportradar follows global sports media and technology trends

Raphael Sobral, director of Sports Partnerships at Sportradar, reflected on the company’s presence at the event.

Interview.- Sportradar took part in the 36th edition of SPORTEL Monaco, held from October 19 to 21 at the Grimaldi Forum. The event brought together representatives from 73 countries and 780 companies across the sports media and technology sectors. Sportradar was represented by Raphael Sobral, director of Sports Partnerships at Sportradar.

For those who may not be familiar with it, what is SPORTEL and why is it so relevant to the sports industry?

SPORTEL is one of the leading global gatherings for the sports media and technology industry, with more than three decades of history. Over three days, Monaco brings together sports rights holders, broadcasters, federations, investors, agencies and technology companies. This diversity makes the event particularly relevant, as it brings together the different stakeholders involved in the production, distribution and innovation of sports content. It is also an opportunity to follow key industry trends, explore new solutions and identify collaboration opportunities that can contribute to market development.

Sportradar attends SPORTEL every year. Why is the event so important to the company?

SPORTEL is an important event on Sportradar’s global calendar. As a company operating at the intersection of sports, media and technology, attending gives us the opportunity to closely follow industry trends, strengthen relationships with existing partners and establish new connections. The event also allows us to better understand market needs and demonstrate how our data and technology solutions can support the development of leagues, federations and media companies.

Artificial intelligence was one of the key themes at this year’s event. What is your take on this discussion?

Artificial intelligence featured in several discussions, from live production to content distribution and monetisation. The conversation is evolving: rather than simply discussing the adoption of AI, the industry is looking at how to apply it strategically and deliver measurable results.

At Sportradar, this process starts with accurate, reliable data available in real time. Combining this data with artificial intelligence makes it possible to automate processes, deepen analysis and develop new ways of presenting sports information.

One example is AI Researcher, which helps broadcast and editorial teams identify relevant information and provide context for events based on verified data. 4Sight, meanwhile, integrates probabilities and metrics into live broadcasts, expanding analytical possibilities during games.

The key differentiator lies in combining AI with data intelligence to develop practical, reliable solutions that meet our partners’ needs.

“The conversation is evolving: rather than simply discussing the adoption of AI, the industry is looking at how to apply it strategically and deliver measurable results.”
Raphael Sobral, director of Sports Partnerships at Sportradar.

How are data and technology changing the sports fan experience?

Fans are no longer passive spectators. Today, they expect a personalised, interactive experience that goes beyond the broadcast, with live statistics, advanced visualisations, tailored content and access across multiple screens. In this environment, speed makes all the difference. Often, milliseconds separate the moment something happens on the field from the moment that information reaches the fan. Our role is to make that journey fast and accurate. 

With widgets and Live Match Tracker, fans can follow games through visualisations and statistics on any screen. With Insights and 4Sight, a play becomes more than an isolated number: it gains context. And on OTT platforms, video and data are brought together in one place, allowing leagues and broadcasters to tell richer stories without fans having to leave the stream.

“Fans are no longer passive spectators. Today, they expect a personalised, interactive experience that goes beyond the broadcast, with live statistics, advanced visualisations, tailored content and access across multiple screens.”
Raphael Sobral, director of Sports Partnerships at Sportradar.

Which technology trends in the industry stand out to you?

I would highlight three main trends. The first is the evolution of live broadcasts, with data and technology being used to provide context for sporting events and enrich the experience for viewers. At Sportradar, solutions such as OnAir, SRDI, Radar360 and 4Sight enable information and analysis to be incorporated into broadcasts, making content more dynamic and informative.

The second is the growth of streaming and direct-to-consumer platforms. In this environment, integrating video and data makes it possible to offer more comprehensive content while gaining a better understanding of audiences and their preferences.

The third trend is personalisation. With solutions such as FanID, leagues, brands and media companies can use their own data to develop more targeted communication strategies, understand fan behaviour and measure the results of their initiatives.

Across all three areas, data intelligence plays a central role, connecting technology, content and audience insights to create value for the different stakeholders in the sports industry.

What is the main takeaway for Sportradar from the event, and what can partners expect going forward?

The main takeaway is that the evolution of the sports industry increasingly depends on the integration of data, technology and content distribution. SPORTEL Monaco highlighted the importance of developing solutions that meet the needs of broadcasters, leagues, federations and other partners, expanding the ways sports data can be used.

Sportradar will continue to invest in artificial intelligence, data quality and new technologies to support its partners in content creation, enhancing broadcasts and developing new business opportunities.

By Focus Gaming News Editorial Team