Sportradar Group AG has announced its decision to sell Atrium Sports for $170 million in cash, with the transaction set to close in the fourth quarter of 2026, pending standard conditions. This divestiture is part of Sportradar's strategy to focus on its core offerings in betting, gaming, and media.
Acquired by Sportradar in 2021, Atrium Sports is now being sold as the company aims to optimize its operations and enhance its strategic direction. The move is expected to provide a significant boost, yielding a double-digit EBITDA multiple in relation to Sportradar’s market valuation.
CEO Carsten Koerl expressed his views on the sale, stating, “This transaction optimizes and streamlines our business as we focus on our core betting, gaming and media priorities, while enabling us to retain key technology assets and capabilities that will support growth and innovation. The proceeds will further strengthen our balance sheet and support capital allocation priorities.”
In the wake of the announcement, Sportradar’s shares experienced a slight increase during early trading hours. The identity of the buyer has not been disclosed.
Despite selling the Atrium Sports business, Sportradar will keep several integral technology assets tied to its main commercial services. These retained technologies include automated video production cameras, automated graphics solutions, select computer vision capabilities, and competition management products. The company plans to maintain the revenue streams associated with these assets.
This decision comes as Sportradar continues to expand, notably entering the prediction market sector. Recently, it secured multi-year agreements with Polymarket and Kalshi. During a Q2 earnings call, Koerl discussed the potential commercial advantages to be gained from exclusive partnerships with prediction market operators, highlighting the importance of their technology.
“We’re getting involved with data and odds… fan engagement tools and marketing services. They have a very wide range of revenue opportunities,” Koerl stated. “We are very optimistic that we found the right framework. Here, latency is key and center. Deep data is key and center. That gives new revenue opportunities.”
