Sportradar Partners with BetMakers and Podium to Enhance Racing Offering

This collaboration aims to expand Sportradar’s sports betting offerings by including a comprehensive range of horse and greyhound racing events.

The Advantage Platform is powered by BetMakers' trading and Apollo platform technology, combined with Podium’s data tools and Flexhub solutions. Through this partnership, operators using Sportradar’s Orako platform will be able to offer an additional racing-focused sportsbook via the Advantage Platform. This integration is expected to go live during the second quarter of 2025, providing operators with a seamless "plug-and-play" solution to enhance their racing betting capabilities.

As part of the agreement, Podium will also continue to manage official content licensing for data usage. This ensures that Sportradar’s clients can access accurate and reliable racing data while maintaining compliance with industry regulations. The addition of horse and greyhound racing to the Orako sportsbook reflects Sportradar’s commitment to diversifying its product offering and meeting the growing demand for racing-related betting options.

Commenting on the partnership, Josh Sparke, the incoming Managing Director at Podium, emphasized the company’s dedication to transforming the racing wagering landscape. He said, "At Podium, we are committed to revolutionizing the racing wagering experience, and our Advantage collaboration with Sportradar is a testament to that mission. This partnership underscores Podium’s role as a trusted steward of official racing data."

Jacob Lopez Curciel, Senior Vice President of Managed Sportsbook Services at Sportradar, highlighted the significance of the racing market. "Racing is the second largest bet-on sport in the world by handle," he explained. "Through this collaboration successfully crafted with Podium and BetMakers, Sportradar is providing its clients with a plug-and-play product to engage their customers onto a great racing betting experience."

BetMakers CEO Jake Henson also expressed excitement about the partnership, praising Sportradar’s rapid adoption of their solution. "We are thrilled to announce our partnership with Sportradar, the world’s leading sports technology company," he said. "This collaboration not only underscores the strength of our team and products but also creates significant opportunities to enhance the global reach of racing. Together, we look forward to driving innovation and growth, delivering greater value to all stakeholders, and expanding the global presence of racing."

The announcement comes during a period of increased scrutiny on racing wagers in the UK. This week, the British Horseracing Authority (BHA) raised concerns about the rise in illegal racing bets, while greyhound racing was officially banned in Wales. Despite these regulatory developments, the new partnership aims to provide legal and reliable racing betting options to a broader audience.

This latest deal follows Sportradar’s recent extension of its partnership with Major League Baseball (MLB) until 2032. Meanwhile, BetMakers continues to expand its influence in the industry, having recently renewed its long-term pricing and data agreement with SportsBet. Through this collaboration, Sportradar, BetMakers, and Podium are positioned to deliver an enhanced racing betting experience while driving future growth in the global racing market.