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The New York Jets and Baltimore Ravens are the first major professional US squads to partner with the sports technology company.

The New York Jets announced a strategic partnership with Sportradar, a global name in sports betting and entertainment. Described as the “leading global provider of sports data intelligence” on its official website, Sportradar has also paired with the Baltimore Ravens, creating the first partnerships between major American sports teams and a sports technology company.

“Sportradar is thrilled to be working with the Jets and the Ravens on this strategic initiative in the ever-evolving US market,” Mike Smith, Sportradar’s US Head of Advertising, said in a statement released by the Jets. “Legalized sports betting presents new and unique opportunities for teams, as well as betting operators, and the Jets and Ravens are taking a step in raising the value of their brands for their respective betting sponsors. Our end-to-end platform provides each team a number of levers they can pull to ensure they’re delivering a personalized experience based on their distinct fanbases, while maximizing their marketing investment.”

Jets X-Factor

This collaboration with the Jets and Ravens is far from Sportradar’s first partnership with major sports leagues, as they also work in tandem with the NBA, NHL, NASCAR, FIFA, and UEFA. An emphasis on utilizing new streams of revenue through gaming made the Jets a strong target for collaboration. New Jersey was one of the first states to legalize sports gambling and Sportsradar has a section dedicated to betting services on their site.

“Sportradar is the market-leading provider of sports betting services and there is no better time for companies in the US to start their own sportsbook operation,” their site reads. “Via our industry-leading brand Betradar, we deliver first-class services to more than 600 bookmakers, representing more than 50% of the global market.”

The Jets plan to utilize ad:s, Sportsradar’s data-driven marketing solution which will help facilitate marketing strategies for legal gaming partners.

“This innovative relationship with Sportradar will allow the New York Jets to optimize the overall performance of our legal sports betting partners, both inside and outside of our ecosystem,” Jets Vice President, Business Development and VenturesJeff Fernandez added in the same statement. “The ability to engage, acquire, convert and retain customers in this super competitive and rapidly growing space is of the highest priority for operators. Sportradar’s proprietary technology and expertise in reaching sports bettors via predictive analytics will be extraordinarily valuable to Official LSB Sponsors of the Jets.”

Geoff Magliocchetti is on Twitter @GeoffJMags

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