Sportradar to drive global fan engagement for K League under partnership extension

The successful collaboration is extended through to the end of 2027 with Sportradar serving as K League’s exclusive data and audio-visual (AV) rights distribution partner globally. Sportradar will collect and distribute the League’s data and AV streams of more than 1,900 matches over the next four seasons for use across its global network of clients and media partners.

With the largest and most extensive distribution nexus in the market, Sportradar provides faster and deeper data with insights into all K League matches for media outlets, broadcasters and other fan engagement partners to enhance relationships with existing fans and increase access for new fans to experience the league.

Additionally, Sportradar has developed a new version of K League TV, the league’s OTT platform upgraded features include an enhanced user experience (UX) and user interface (UI), resulting in a completely new look to how the content appears. Separately, new analytic features will deliver more in-depth consumer behaviour data for K League to better understand the preferences of fans. Sportradar will also leverage its network of commercial partners to secure sponsorships for K League, as well as provide anti-piracy services to prevent illegal streaming of matches and protect the League’s intellectual property.

Yeon Sang Cho, Secretary General of K League, said: “We are delighted to expand our OTT capabilities with a valued and supportive partner. The next phase of our partnership will deepen our engagement with fans around the world. Sportradar’s global expertise and technological capabilities will support our growth as we strengthen K League’s reputation as one of Asia’s most popular professional sports leagues.”

Ben Turner, Head of Sport Partnerships, APAC at Sportradar, said: “The extension of this partnership allows us significant runway to enhance the global presence of K League, grow its fan base and develop exciting solutions that will take the fan experience to the next level. Using data-driven insights, the new features in the revamped K League TV will appeal to an international audience, furthering the league’s footprint while increasing their market share in the highly competitive digital space.”

Football is the most popular sport in the world and Sportradar works with some of the most prominent football federations globally including the Federation Internationale de Football Association (FIFA), the Union of European Football Associations (UEFA), the South American Football Confederation (CONMEBOL) and the Asian Football Confederation (AFC).