Sportradar has announced the completion of its acquisition of IMG Arena and its global sports betting rights portfolio from Endeavour Group. 

The New York-listed supplier first announced the takeover, worth up to $225m (£173.3m), back in March. 

The deal’s payment structure will see Endeavour pay Sportradar $103m in cash over a two-year period, with $122m in cash prepayments made by Endeavour to select sports rights holders. 

IMG Arena’s existing portfolio consists of relationships with 70 rightsholders and covers around 39,000 official data events, in addition to 30,000 streaming events across 14 sports. 

Notable rights within the portfolio include tennis Grand Slam events such as Wimbledon, the US Open and the French Open, as well as MLS and the PGA Tour.  

Other rights include the UFC, Euroleague Basketball and Concacaf.

Sportradar stated that the deal “enhances the company’s content distribution and will further fuel product development” and that the firm expects to “seamlessly integrate and monetise these rights across its highly scalable technology platform and client network”.

Last month, the Competition and Markets Authority (CMA) gave clearance for the acquisition to take place.  

The competition watchdog launched its initial inquiry into the merger in August, with phase one of the investigation beginning in earnest in September.  

The CMA spoke to various stakeholders, including Sportradar and IMG Arena, to see if there would be any potential monopoly risks that came with the merger.  

However, the CMA found no evidence of wrongdoing and decided against moving the investigation into phase two. 

The CMA’s report released today, 3 November, also found the high likelihood of IMG Arena ceasing to operate in the UK should Sportradar not have acquired it, and the $225m sum would be less expensive than Endeavor’s costs to wind down the division.

The CMA also ruled the likelihood of IMG Arena being sold to “any other less anti-competitive bidder” was “not a realistic proposal”.

In the redacted announcement, the CMA confirmed there was one other potential purchaser, but progress on a deal was not made.

The CMA filings noted IMG Arena is in a “deteriorating financial position”. However, Sportradar told the body it “believes it can use its experience, acumen and business model to profitably commercialise IMGA’s rights and thereby rescue a business which would otherwise exit the market”.

Sportradar CEO Carsten Koerl said: “We are pleased to complete the acquisition of IMG Arena. This marks a significant milestone for Sportradar, expanding our access to premium sports content that strengthens and complements our already robust global portfolio and capabilities.  

“With this, we are uniquely positioned to deliver even more immersive, data-rich experiences to our clients, partners and fans around the world while accelerating innovation at scale across the global sports ecosystem.” 

Sportradar recorded revenue of €317.8m for the second quarter of 2025, representing a 14% increase year on year.

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