Sportradar Group AG has reached an agreement to sell its Atrium Sports business for $170 million in cash. The announcement was made on Wednesday, with the transaction expected to finalize in the fourth quarter of 2026, pending standard conditions.
This sale is part of a strategic shift for Sportradar, focusing on enhancing its core offerings in betting, gaming, and media. The company previously acquired Atrium Sports in 2021 and is now divesting it to streamline operations and reinforce its strategic direction.
The deal is anticipated to be beneficial, providing a double-digit EBITDA multiple in relation to Sportradar's market valuation.
CEO Carsten Koerl expressed that "this transaction optimises 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."
Following this announcement, Sportradar's shares observed a slight uptick during early trading. The identity of the buyer has not been disclosed.
Although Atrium Sports is being sold, Sportradar will retain several critical technology assets that play a key role in its main commercial offerings. These retained technologies include automated video-production cameras, automated graphics solutions, specific computer-vision capabilities, and competition-management products. Sportradar intends to keep the revenue streams associated with these technologies.
This decision comes as Sportradar expands its footprint into the prediction market sector. Recently, the sports technology firm secured multi-year partnerships with both Polymarket and Kalshi.
During the Q2 earnings call, CEO Carsten Koerl highlighted the potential commercial advantages of exclusive partnerships with prediction-market operators, placing technology at the forefront. He noted, "We’re getting involved with data and odds… fan engagement tools and marketing services. They have a very wide range of revenue opportunities. We are very optimistic that we found the right framework. Here, latency is key and centre. Deep data is key and centre. That gives new revenue opportunities."
