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Kansas Licence Awarded to Sportradar

Taking itself up to 40 legal jurisdictions, Sportradar now has a licence to operate its services in the state of Kansas, which adds to others as well as provinces in Canada.

The mid-west state launched sports betting last week, just in time for the start of the NFL season, which got underway as the Buffalo Bills inflicted a 31-10 defeat on the Los Angeles Rams.

It is an intriguing move from Sportradar to target Kansas, with the jury effectively still out as to how popular sports betting may become in the state over the next year; however, the Kansas City Chiefs NFL side are one of the most popular franchises in the country right now.

Data to Play a Crucial Part to the US Betting Market

While there is no doubt about how big the US betting market will become, what has been apparent over the course of the last couple of years is customers’ thirst for data and statistics that can help to aid betting decisions.

Sportradar has grown steadily over the last few years, establishing a reputation for itself as one of the best sports data companies in the world.

The European firm has witnessed considerable success in the US market, realising how valuable its service is to operators and as a result, it has key partnerships in several states.

Indeed, during the second quarter of 2022, Sportradar generated $30.5 million; an eye-watering 66 per cent increase in revenue from the same period one year previously.

Counting each of the ‘big three’ (DraftKings, FanDuel, BetMGM) among its US client list, the firm also has content distribution deals with some of the biggest media companies in the US, including ESPN, Fox Sports, CBS Sports and Apple TV.

While Kansas at first thought might not inspire excitement, the signs from the opening NFL fixture, in addition to the rapid rise of the Chiefs, could mean that Sportradar has a lot of promise.

Big Backing from Casinos across the State

Following the approval of online sports betting by state legislators, this is a decision that has been greeted with enthusiasm from a number of the major operators in Kansas.

Such was the excitement that many people across border lines in Missouri appeared to think that they might have access, though thanks to Geo-fencing technology, thousands of bets were blocked.

It’s so sophisticated that it knows exactly where you are across the country. We had a guy who is located over on State Line Road on the Kansas side, and he called and said, ‘I’m having trouble wagering.’. He says, ‘I can only wager if I go to my backyard where I’m away from State Line Road.’ .

Stephen DurrellExecutive director of the Kansas Lottery

While Sportradar will have an important part to play for operators in the state, it was BetMGM who was the first to steal a march, signing a multi-year, lucrative sponsorship deal with the Chiefs.

Matt Prevost, BetMGM Chief Revenue Officer, revealed: “With a rich history and a passionate fan base, the Kansas City Chiefs are an ideal partner.”

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