Sportradar inks Hard Rock Bet deal with golf and UFC
Table of contents
- Sportradar is supplying Hard Rock Bet with micro-markets for PGA Tour golf and UFC events across its US platforms.
- The expanded deal adds a live leaderboard with 3D shot tracking and in-fight statistics to the operator’s product.
- Both sports rights were acquired through Sportradar’s IMG Arena acquisition.
Sportradar has deepened its commercial relationship with Hard Rock Bet, adding PGA Tour (Professional Golfers’ Association Tour) golf and UFC (Ultimate Fighting Championship) content to the Seminole Hard Rock Digital brand’s US sportsbook.
Both sets of rights were sourced from Sportradar’s acquisition of IMG Arena, as detailed in the company’s official announcement.
New markets and data tools
The Seminole Hard Rock Digital brand will add betting options such as hole winner, hole score, strikes attempted and takedowns across its US platforms. The deepened relationship will also see the delivery of data and odds to the sportsbook.
A live leaderboard with 3D shot tracking for every hole, automated insights on each round and play-by-play commentary will feature in Hard Rock Bet’s PGA Tour coverage. A live match tracker for UFC will supply in-fight statistics, official branding and fighter imagery.
Eduard Blonk, Sportradar’s chief commercial officer (CCO), said:
“The addition of our newly acquired PGA Tour and UFC content can help operators unlock more dynamic in-play betting opportunities and deepen fan engagement. We look forward to continuing our collaboration to enhance the live sports experience for Hard Rock Bet’s customers across North America.”
Mike Primeaux, executive managing director and chief operating officer at Hard Rock Digital, said:
“By continuing to integrate Sportradar’s content, we’re giving players more ways to engage with the action on our top-rated app. This partnership strengthens Hard Rock Bet’s differentiated experience and supports our goal of delivering a simple, personalised journey that keeps fans connected to the moments they care about most.”
IMG Arena content monetized at speed
The rights for both PGA Tour and UFC were acquired through Sportradar’s purchase of IMG Arena. The deal shows how quickly the IMG Arena portfolio is being deployed across the operator base following the acquisition.
Golf and UFC represent two of the most commercially attractive live sports properties in the US market, combining strong in-play betting interest with premium brand associations.
For Hard Rock Bet, the expanded data and content offering strengthens its in-play differentiators as competition in the US sportsbook market remains intense.
Operators are increasingly relying on exclusive or premium live data as a key tool for driving engagement and retention, and the addition of micro-markets across two high-profile sports adds meaningful depth to the platform’s wagering menu.
Sportradar’s broadening strategy
Sportradar has announced a series of new and extended partnerships in the sports betting sector in recent months, covering German football and basketball in Puerto Rico among others.
The company has also stepped up its push into online casino with Playradar, a new brand through which it aims to create a fully integrated ecosystem of cross-vertical gaming experiences.
The Hard Rock Bet relationship builds on an existing content partnership and now extends into live sports data and micro-markets across the wider US platform. Sportradar has the ambition of becoming a full-stack content and data provider while Hard Rock Digital’s strategy is betting on differentiating through product depth rather than promotional spend.
As the US sportsbook market matures and operators look to retain rather than simply acquire players, access to premium in-play content is becoming an increasingly decisive competitive factor.
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