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F1 joins ISG and Sportradar to enable live in-play betting Formula 1, the world's most prestigious motor racing competition, today announces a ground-breaking sponsorship and data rights commercial partnership with Interregional Sports Group (ISG) to produce a F1 betting offering and give fans new ways to get closer to the sport they love. In a first-of-its-kind partnership for the sport, Formula 1, ISG and Sportradar will work with data taken directly from the track on race weekends to bring F1 into line with other major global sports by enabling the development of all new in-play betting markets during Grands Prix giving fans new ways to engage with the action. As part of the deal, ISG will have the right to sub-license Betting Partnership Rights to select betting brands around the world, subject to regulations, including: Regionalised branded on-screen graphics Digital integration across F1s rapidly expanding digital and social platforms F1 will also benefit from the expertise of Sportradar Integrity Services, the worlds leading supplier of integrity solutions to sports federations, leagues, clubs and state authorities. Sportradar, with its Fraud Detection System already partners with most of the worlds leading sports rights holders including FIFA, NBA, NHL, IIHF, ITF, World Rugby, ICC, UEFA, AFC and CONMEBOL to support them in the fight against betting-related match-fixing and corruption. Sean Bratches, Managing Director, Commercial Operations at Formula 1 said: F1 is delighted to partner with ISG, which has demonstrated its impressive global capabilities through working with the likes of Serie A and La Liga. We are also hugely excited to work with ISG and Sportradar on making the most of the data which is generated at every Grand Prix. Sportradar are world leaders in data distribution and share our passion to make F1 a significant player in this field. Data and sponsorship partnerships like this are common practice across almost all premium sports and this is the latest step in our mission to make Formula 1 the worlds leading sports entertainment experience. This deal allows us to develop new and exciting ways for Formula 1 fans around the globe to engage with the worlds greatest racing spectacle, while ensuring integrity with best practice oversight from Sportradar. Tony Ragan, Joint Executive Chairman, ISG Group said: We are industry leaders in helping rights holders segment global audiences through the use of regionalised virtual advertising. F1s worldwide audience is a perfect fit for that approach. Across the ISG Group we enhance rights holder and brand relationships using our expertise in technology, unique content development and comprehensive activation programmes.
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