Sportradar Group AG has finalized an agreement to sell its Atrium Sports business for $170 million in cash. The announcement was made on Wednesday, with the deal anticipated to close in the fourth quarter of 2026, pending customary conditions.
This sale aligns with Sportradar's strategy to reorient its focus on core products within betting, gaming, and media. Since acquiring Atrium Sports in 2021, the company has opted to divest this segment to enhance operational efficiency and clarify its strategic direction.
The sale is projected to be beneficial, providing Sportradar with a double-digit EBITDA multiple in relation to its market valuation. Sportradar CEO Carsten Koerl commented on the transaction, stating, "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 the news of the sale, Sportradar's shares experienced a slight uptick in early trading. The identity of the buyer has not been disclosed.
Despite the sale of Atrium Sports, Sportradar will keep several crucial technology assets vital to its main commercial offerings. These technologies include automated video-production cameras, automated graphics solutions, various computer-vision capabilities, and competition-management products. The company also intends to maintain the revenue streams associated with these assets.
This technology retention occurs as Sportradar ventures deeper into the prediction market space, having recently secured multi-year agreements with Polymarket and Kalshi.
During the Q2 earnings call, CEO Carsten Koerl highlighted the considerable commercial advantages that exclusive partnerships with prediction-market operators could yield, emphasizing the importance of technology in this area. "We’re getting involved with data and odds… fan engagement tools and marketing services. They have a very wide range of revenue opportunities," Koerl remarked.
He expressed optimism about having established the right framework, identifying latency and deep data as central components that pave the way for new revenue streams.
Kathryn Evans covers breaking news with a focus on EMEA and US legislation, is a proud North Walian, fluent in Welsh, and an avid Wrexham FC supporter.
