Sportradar Expands Partnership with Hard Rock Bet, Adding Official Data from the PGA TOUR and Ultimate Fighting Championship
Rhea-AI Summary
Sportradar (NASDAQ: SRAD) expanded its multi-year partnership with Hard Rock Bet on March 26, 2026, adding official PGA TOUR and UFC data, enhanced in-play micro markets, and advanced visualizations for U.S. bettors.
The deal brings 3D shot tracking, hole-level micro markets, real-time UFC strike and takedown analytics, live match trackers, and access to Sportradar’s AV and odds portfolio covering 700,000+ events annually.
Positive
- Official PGA TOUR and UFC data rights added to Hard Rock Bet
- 3D shot tracking and hole-level micro markets for PGA TOUR
- Expanded in-play UFC analytics (strikes, takedowns) and live match trackers
- Access to 700,000+ events annually via Sportradar AV and APIs
Negative
- None.
Key Figures
Market Reality Check
Peers on Argus
SRAD fell 4.09% while key software peers like NICE, OTEX, CVLT, DSGX and PEGA also traded lower, but no peers appeared in the momentum scanner and no same-day peer news was flagged, pointing to a stock-specific move.
Previous Partnership Reports
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Mar 02 | FIFA integrity extension | Positive | +7.2% | Extended FIFA integrity services deal with added intelligence and risk support. |
| Feb 27 | Super partnership expansion | Positive | -0.8% | Super Technologies expanded access to Sportradar’s full betting product suite. |
| Feb 04 | MLB exclusive extension | Positive | -2.4% | Expanded exclusive MLB data and media partnership including Statcast distribution. |
| Feb 07 | MLB equity partnership | Positive | +1.2% | MLB partnership through 2032 with equity stake and exclusive ultra-low latency data. |
| Oct 22 | NBA fan engagement tools | Positive | -1.6% | NBA partnership deepened with new AI-driven engagement and betting products. |
Partnership announcements have produced mixed reactions, with a slight tilt toward positive price alignment but several negative responses as well.
Recent history shows Sportradar using partnerships to deepen its role across major sports. Prior deals extended integrity coverage with FIFA through 2031, expanded a long-term retail technology partnership with Betfred for 1,300 UK outlets, and broadened exclusive data and media rights with MLB through 2032. An NBA partnership added advanced visualization and betting tools. Historically, these partnership announcements led to both gains and declines, with an average move of about 0.71%, so investor reaction has not been uniformly positive.
Historical Comparison
In the past, SRAD’s partnership headlines moved the stock by an average of 0.71%. Today’s -4.09% reaction to another expansionary deal is notably weaker than prior partnership responses.
Partnership news shows a consistent strategy of deepening official data and technology ties across major leagues (NBA, MLB, FIFA, Betfred retail) and now extending advanced in-play and visualization products to Hard Rock Bet.
Market Pulse Summary
This announcement deepens Sportradar’s U.S. footprint by adding official PGA TOUR and UFC data, micro markets, and advanced visualizations to Hard Rock Bet. It builds on a series of long-term partnerships across major leagues, reinforcing a strategy centered on in-play engagement and rich data feeds. Investors may watch how these offerings influence betting activity across more than 700,000 covered events annually and interact with recent financial momentum, including €1,290 million in 2025 revenue.
Key Terms
apis technical
AI-generated analysis. Not financial advice.
Expanded multi-year partnership introduces 3D shot tracking, micro markets, and real-time UFC strike analytics to U.S. bettors
ST. GALLEN, Switzerland, March 26, 2026 (GLOBE NEWSWIRE) -- Sportradar AG (NASDAQ: SRAD) today announced it has deepened its multi-year agreement with Hard Rock Bet, adding official PGA TOUR and Ultimate Fighting Championship (UFC) data, odds, and enhanced in-play betting capabilities to its existing suite of services in the U.S.
Hard Rock Bet Sportsbook players will benefit from new in-play offerings for the PGA TOUR, rights Sportradar acquired through its IMG ARENA acquisition, including dynamic micro markets such as hole winner and hole score. These new markets are complemented by advanced visualizations designed to enhance the live betting experience, featuring a real-time leaderboard with play-by-play commentary, 3D shot tracking for every hole, and automated insights throughout each round.
For UFC events, Hard Rock Bet users will gain access to an expanded range of in-play micro markets, including strikes attempted and landed, as well as takedowns, alongside a live match tracker with in-fight statistics, official branding, and fighter imagery, creating a more immersive, data-driven fan experience.
Through the partnership, Sportradar continues to power Hard Rock Bet with a broad portfolio of betting markets and real-time products, including live match trackers, APIs, and an extensive AV portfolio spanning more than 700,000 events annually across major sports.
Eduard Blonk, Chief Commercial Officer, Sportradar said: “We’re bringing the full scale of our official data, odds and AV portfolio to Hard Rock Bet’s customers. The addition of our newly acquired PGA TOUR and UFC content can help operators unlock more dynamic in-play betting opportunities and deepen fan engagement. We look forward to continuing our collaboration to enhance the live sports experience for Hard Rock Bet’s customers across North America.”
Mike Primeaux, Executive Managing Director and COO, Hard Rock Digital said: “By continuing to integrate Sportradar’s content, we’re giving players more ways to engage with the action on our top-rated app. This partnership strengthens Hard Rock Bet’s differentiated experience and supports our goal of delivering a simple, personalized journey that keeps fans connected to the moments they care about most.”
With 4.9 stars in the App Store, Hard Rock Bet is the highest-rated real money sports betting app in the United States. Hard Rock Bet is available for download via iOS and Android and can also be played on desktop via HardRock.bet.
About Sportradar
Sportradar Group AG (NASDAQ: SRAD), founded in 2001, is a leading global sports technology company creating immersive experiences for sports fans and bettors. Positioned at the intersection of the sports, media and betting industries, the Company provides sports federations, news media, consumer platforms and sports betting operators with a best-in-class range of solutions to help grow their business. As the trusted partner of organizations like the ATP, NBA and WNBA, NHL, MLB, MLS, PGA TOUR, UEFA, FIFA, CONMEBOL, AFC, and the Bundesliga, Sportradar covers more than a million events annually across all major sports. With deep industry relationships and expertise, Sportradar is not just redefining the sports fan experience, it also safeguards sports through its Integrity Services division and advocacy for an integrity-driven environment for all involved. For more information about Sportradar, please visit www.sportradar.com
About Hard Rock Digital
Hard Rock Digital is the exclusive Hard Rock International vehicle for interactive gaming and sports betting and the primary vendor to the Seminole Tribe of Florida for sports betting. Known the world over for its famous cafes, casinos, hotels, and music memorabilia collection, Hard Rock’s legendary hospitality and entertainment serves as our foundation as we build the future of sports betting and internet gaming. Headquartered in Hollywood, Florida, and with offices in Austin, Texas, Atlantic City, New Jersey, and Toronto, Ontario, Hard Rock Digital is dedicated to creating the best place to play for sports fans and mobile gamers everywhere.
Join us by visiting HardRock.bet and following @HardRockBet on social media for the latest betting action. For more, visit HardRockDigital.com.
Contacts
Sportradar
Sandra Lee - Media
Sandra.lee@sportradar.com
Jim Bombassei – Investor Relations
j.bombassei@sportradar.com
Hard Rock Digital
Jon Chapper
Jon.chapper@hardrockdigital.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/4918f68b-119b-49a0-9a18-2433c19080e2
FAQ
What did Sportradar (SRAD) add to its Hard Rock Bet partnership on March 26, 2026?
How will the new PGA TOUR features from SRAD affect Hard Rock Bet users?
What UFC in-play enhancements did Sportradar introduce for Hard Rock Bet?
Does the SRAD partnership expand Sportradar’s product offerings for U.S. sportsbooks?
Will the SRAD–Hard Rock Bet deal change the Hard Rock Bet app experience for bettors?
