Under the terms of the deal, thought to be worth $100m, ‘ISG will have the rights to sub-license betting partnership rights, subject to regulations’.
These regulations include “regionalised branded on-screen graphics, physical and virtual trackside signage and digital integration across F1’s rapidly expanding digital and social platforms”, though thankfully there is no mention of Ray Winstone being allowed to strangle vowels as part of a revised commentary team.
“F1 is delighted to partner with ISG, which has demonstrated its impressive global capabilities through working with the likes of Serie A and La Liga,” said F1’s commercial director Sean Bratches. “We are also hugely excited to work with ISG and Sportradar on making the most of the data which is generated at every Grand Prix. Sportradar are world leaders in data distribution and share our passion to make F1 a significant player in this field.
“Data and sponsorship partnerships like this are common practice across almost all premium sports and this is the latest step in our mission to make Formula 1 the world’s leading sports entertainment experience.
“This deal allows us to develop new and exciting ways for Formula 1 fans around the globe to engage with the world’s greatest racing spectacle, while ensuring integrity with best practice oversight from Sportradar.”
“Sportradar is the global leader in the area of sports data distribution and monetisation,” added Sportradar’s MD of Group Operations David Lampitt, “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.”
At least we now know why F1 is gradually stripping down the data made available to fans via their TV screens and particularly the revamped app – of which more later – it’s to allow vital space those all-important logos from the betting companies.