The International Cricket Council (ICC) looks to expand its global fan base through a new partnership with Sportradar. Under the recent deal, the leading global provider of integrity services became an Official Data Distribution and Official Betting Live Streaming Partner of the ICC.
International Cricket Council Names Sportradar Data and Streaming Partner
Sportradar, the leading global provider of sports entertainment and integrity services, announced Monday a global partnership with the ICC. Under the new collaboration, Sportradar became an Official Data Distribution and Official Betting Live Streaming Partner of the Council.
The partnership covers eight of the biggest ICC top-tier matches, such as the men’s and women’s tournaments starting this month, as well as the ICC Men’s T20 World Cup. Additionally, the partnership will cover the ICC Men’s Cricket World Cup 2023, which will be hosted by India.
Moreover, thanks to the new partnership, the ICC will leverage Sportradar’s Integrity Services, such as the Universal Fraud Detection System (UFDS), for all 275 top-tier matches. The UFDS platform uses advanced technology to help analyze irregularities in betting. Additionally, the platform has a global team of integrity experts that also help uncover suspicious matches.
The New Partnership Will Help ICC Grow Its Fan Base Globally
ICC’s head of digital, Finn Bradshaw, revealed that using sports data with innovative methods is a key part of the Council’s digital strategy. He added that the new partnership with help ICC grow its global fan base and at the same time enhanced fan engagement capabilities.
Innovative use of sports data is one of the key pillars of our digital strategy.”Finn Bradshaw, head of digital at ICC
Besides the UFDS, the partnership will also see Sportradar deploy its Cricket Live Score Plus (CLS+) data-capture tool. The company explained that the innovative tool will be able to offer a “deep, rich, live ball-by-ball match data to media platforms via bespoke feeds and dedicated channels, at super-low latency.” Sportradar will also integrate official ICC data within its Premium Cricket Service (PCS), thanks to the new partnership. That data will be used to power ICC’s mobile app as well as its digital platforms.
Cricket is among the most popular sports globally, and we see huge potential to grow its fan base still further, helping fans interact with the game on an even deeper level.”David Lampitt, managing director of sports content and partnerships at Sportradar
Sportradar’s managing director of sports content and partnerships, David Lampitt, acknowledged that cricket is one of the most popular sports around the world. He outlined that the sport has significant potential to expand its fan base and this partnership will take the fan engagement reach to a new level. Lampitt stressed that Sportradar’s partnership with the ICC marks “an exciting step toward engaging those new fans.” In conclusion, he outlined that the unique technology that is powering the fan engagement will help deliver exciting new content globally via multiple platforms.