Premier motor racing competition Formula 1 has entered into a landmark sponsorship and data rights partnership that will see new in-play betting markets made available to operators.

In a first-of-its-kind agreement for the sport, Formula 1 has teamed up with sports media group Interregional Sports Group (ISG) and data integrity provider Sportradar to give racing fans new ways to engage with the action.

The deal will enable the development of in-play betting markets during Grands Prix, with data taken directly from the track on race weekends to bring F1 into line with other major global sports.

“F1 is delighted to partner with ISG, which has demonstrated its impressive global capabilities through working with the likes of Serie A and La Liga,” said Sean Bratches, managing director, commercial operations at Formula 1. “We are also hugely excited to work with ISG and Sportradar on making the most of the data which is generated at every Grand Prix. Sportradar are world leaders in data distribution and share our passion to make F1 a significant player in this field.

“Data and sponsorship partnerships like this are common practice across almost all premium sports and this is the latest step in our mission to make Formula 1 the world’s leading sports entertainment experience. This deal allows us to develop new and exciting ways for Formula 1 fans around the globe to engage with the world’s greatest racing spectacle, while ensuring integrity with best practice oversight from Sportradar.”

As part of the deal, ISG will have the right to sub-license betting partnership rights to select betting brands around the world, subject to regulations.

This includes regionalised branded on-screen graphics, physical and virtual trackside signage, as well as digital integration across F1’s expanding digital and social platforms.

“We are industry leaders in helping rights holders segment global audiences through the use of regionalised virtual advertising,” said ISG Group joint executive chairman Tony Ragan. “F1’s worldwide audience is a perfect fit for that approach. Across the ISG Group we enhance rights holder and brand relationships using our expertise in technology, unique content development and comprehensive activation programmes.

“We will be working with Sportradar to create products that will be both exciting and engaging for the global betting public helping them feel even more involved in what is one of the most thrilling sports in the world.”

F1 and the FIA motorsport governing body will also benefit from the expertise of Sportradar Integrity Services and its Fraud Detection System, which already serves some of the world’s leading sports rights holders including FIFA, NBA, NHL, ITF, World Rugby, and UEFA, in the fight against betting-related match-fixing and corruption.

“Sportradar is the global leader in the area of sports data distribution and monetisation; as well as integrity services in the fight against betting-related fraud and sports corruption,” said Sportradar managing director group operations David Lampitt. “Through this collaboration with Formula 1, we’re delighted that fans will receive an exciting and safe betting experience and we look forward to further developing the F1 fan experience.”

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