ISG and Sportradar To Provide Live Odds For F1

ISG and Sportradar To Provide Live Odds For F1

Providing live odds and sponsorship deals for Formula 1 will be coordinated by Sportradar and Interregional Sports Group (ISG), as both companies successfully secured a long-term agreement with Liberty Media for auto racing single-seater championship.

The newly formed partnership between leading supplying companies will ready an in-play betting market for the motorsport, allowing gambling advertising across LED display signs on track. In addition, ISG has cashed out $100 million USD to F1 up front to secure further sponsorship rights with potential betting companies.

With Bernie Ecclestone Gone…

The premier auto racing has opened its door to gambling partnerships; the previous owner was a strong supporter of advertising restrictions, but ever since Liberty Media completed the takeover in September 2016, striking a historical deal with gaming operators was just a matter of time. In other words, betting sponsors will now gain access to advertising their brands on electronic boards at racetracks, tracksides and beyond.

Sean Bratches, managing director at Formula 1 commented:

“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. In fact, 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.”

Developing Further F1 Experience

According to Tony Ragan, joint executive chairman at ISG Group, virtual advertising opportunities are a perfect fit for the global F1 audience. Thanks to the company’s expertise in technology and regionalized branding propaganda, the team will create comprehensive products in collaboration with Sportradar that are both exciting and engaging – giving the fans a bigger feel of being involved in the world’s most thrilling motorsport.


“F1 joins ISG and Sportradar to enable live in-play betting”,, September 18, 2018.

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