Wednesday, February 28, 2024
HomenewsSportradar’s FanID promises scalable, personalised marketing in ‘post-cookie world’

Sportradar’s FanID promises scalable, personalised marketing in ‘post-cookie world’

Sports data specialist Sportradar has launched ‘FanID’, a new product for the sports industry that combines various sources of first-party data to enable scalable, personalised fan engagement and marketing campaigns.


  • FanID will combine data from rights holders, commercial partners, and media companies to create anonymous fan profiles
  • Sportradar marketing activation tech will use these profiles to create customised multi-channel campaigns, engaging fans at the optimum moment
  • FanID promises to be secure and privacy compliant


Sportradar is partnered with several major sports organisations, including the National Basketball Association (NBA) and National Hockey League (NHL) and uses first party data to create data-driven products for their digital channels and broadcast partners, and to power betting markets for bookmakers. More recently, it has branched out into streaming technology.

This ecosystem gives Sportradar access to millions of sports fans and sports-specific transactions, insight on which is hugely valuable for marketers. Sportradar is positioning FanID as an alternative to third-party cookies, which will be phased out by Google and its market-leading Chrome web browser. It will also allow sports organisations and partners to maximise the value of first party date.


“The crumbling of the third-party cookie represents a significant opportunity for rightsholders and brands to gain a greater understanding of fans, while also enabling more efficient and seamless delivery of digital advertising content,” said Rainer Geier, executive vice president of fan engagement at Sportradar.

“We are the industry leader and partner to many clients around the world, which has allowed us to gather the most comprehensive understanding of fan behaviour and insights. Sportradar FanID is an example of how we are extending our innovative capabilities, and it will serve as a catalyst for further product innovation and increased monetisation potential.”

Coming up:

Google will start phasing out third-party cookies in Q1 of this year with a view to a complete removal later in 2024. Sportradar’s rival Genius Sports is launching a similar product called ‘FanHub ID’.

Get access to richer content, exclusive reports, unparalleled business intelligence, and community benefits to help you navigate the next frontier of sport and make more informed decisions with a SportsPro+ Premium membership. Discover more here.

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