FanDuel Group, the US sports betting operator, has become the first in the country to agree a deal for betting streaming rights.
According to Bloomberg, the initiative is part of an expanded partnership with sports data and media company Sportradar. FanDuel has acquired non-exclusive streaming rights to the German Bundesliga and mid-level tennis matches from the agency. An official announcement is expected on Tuesday.
“If you’re betting on something, you tend to want to watch the outcome of it,” said FanDuel Sportsbook general manager Niall Connell. “It’d be a bit like betting on a horse race but not being able to see the actual race at all.”
In Europe, gambling operators’ desire to offer live coverage directly alongside in-play betting has made betting streaming rights a lucrative property for some rights-holders and agencies. According to the report, major US leagues such as MLB and the NBA could break out separate media rights for gambling providers in the future.