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18th September, 2018
Formula 1®, the world’s most prestigious motor racing competition, has today announced a 'ground-breaking' sponsorship and data rights commercial partnership with Interregional Sports Group (ISG), to produce a new F1 betting offering.
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
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. F1's 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.
"We will be working with Sportradar to create products that will be both exciting and engaging for the global betting public helping them feel even more involved in what is one of the most thrilling sports in the world".
David Lampitt, Managing Director Group Operations, Sportradar, said: "Sportradar is the global leader in the area of sports data distribution and monetisation, as well as integrity services in the fight against betting-related fraud and sports corruption. Through this collaboration with Formula 1, we're delighted that fans will receive an exciting and safe betting experience and we look forward to further developing the F1 fan experience".
The details of this multi-faceted deal will be formally announced to the betting industry at tomorrow's Betting on Sports 2018 conference in London. Betting on Sports is the largest international sports and betting trade conference and will take place at Olympia, in West Kensington, London.
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