Sportradar Adds to Its Portfolio of Global Football Rights Through $225m IMG Arena Acquisition
Real-time sports data has become one of the most valuable assets in modern football betting. Every second counts for bettors chasing accurate odds, live markets, and instant results. That’s why access to football live scores and in-play stats is essential.
Sportradar Group AG has announced the completion of its acquisition of rival sports data firm IMG Arena, valued at $225 million. Both sports data firms supply data for services such as scores, betting feeds, and broadcast info.
The press release on November 3 confirmed the purchase from Endeavor Group Holdings, which was first announced in November 2024.
The transaction means that Sportradar adds to its catalogue of data rights deals with major football organisations across the world. It already has relationships with UEFA, Italy’s Serie A, and the DFB. Some of the new football rights packages it has following the IMG Arena deal include the MLS, DFB-Pokal, and the CAF Champions League.
Other major sports joining the Sportradar portfolio are the UFC, Grand Slam tennis tournaments like Wimbledon and the US Open, as well as the PGA Tour.
Big business
Sportradar’s relationships vary depending on the partner question. For some, it is in charge of collating data from games and distributing the feeds to broadcasters, live-score sites, and sports betting platforms for live-betting purposes. It also has some media distribution rights.
The acquisition of IMG Arena will further expand its portfolio across various key markets. It now has strategic relationships with over 70 rights-holders, covering about 38,000 sporting events across 14 global sports and six continents. This means that Sportradar is covering over one million games every year.
Review by the UK’s competition regulator
Sportradar believes the acquisition will see the seamless integration of IMG Arena’s business. The agreement did come under scrutiny in July 2025 by the UK’s competition authority over concerns that it could create a monopoly situation in the market.
The Competition and Markets Authority (CMA) started reviewing the planned transaction in July 2025. It examined everything from potential market disruptions to regulatory risks and concerns about dominance. It was decided in October 2025 that the deal could proceed.
The big factor that swung the decision was IMG Arena’s declaration that it would exit the market or significantly reduce its competitive presence. This meant that the acquisition wouldn’t have materially worsened the competitive environment.
There are several other big players in the sector, including Genius Sports, Stats Perform, Opta Sports, and BetConstruct.
The finances
Sportradar doesn’t have to get any financial consideration in the deal. The total $225 million sale value will result in approximately $122 million in cash prepayments made by IMG Arena to sports rights-holders and $103 million to Sportradar. The payment to the purchaser can be made over the next two years.
The deal is also expected to boost Sportradar’s free cash flow and adjusted EBITDA margins. It recently reported its Q3 2025 financial figures, with revenue at €292 million and adjusted EBITDA at €85 million, representing a 29% year-over-year rise. Its full-year 2025 guidance is now revenue of almost €1.3 billion.
IMG Arena’s former parent company, Endeavor Group, is happy to have the business off its books, as it was reportedly loss-making and not central to its future strategy. Its main business is running the UFC and WWE through the recently listed company, TKO Group Holdings, of which it’s a 51% shareholder.
The reaction
The deal has been received positively by investors, as Sportradar’s share price is up 32% for the year to date.
Talking on November 3 about the transaction, Sportradar CEO Carsten Koerl spoke about how the deal is a significant milestone for the company and that it will help it expand its "already robust global portfolio and capabilities."
He believes that the combined businesses are "uniquely positioned to deliver an even better experience to fans, partners, and clients." It will continue to innovate as it scales across the world.
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