Sportradar, the global provider of sports data intelligence, has announced the launch of Sportradar FanID, a pioneering end-to-end first-party marketing solution set to revolutionise fan engagement in the sports industry. The platform stands out as the industry's first data clean room, designed to deliver personalised fan engagement on a vast scale. Announced on 17th January 2024 from Melbourne, the tracking solution is strategically structured to cater to a world adjusting to the discontinuation of third-party cookies.
Sportradar FanID exploits Sportradar's vast global client network and its innovative marketing activation technology. This blend allows rightsholders and brands to tap into the platform's proprietary data coverage and enthuse sports fans with more contextually relevant insights, laying down a lucrative groundwork for potential monetisation.
With a major industry shift on the horizon witnessing the removal of third-party cookies by 2024, marketers are now compelled to seek alternative methods for data collection. Sportradar seeks to pre-empt this challenge in the sports industry through FanID's data clean room concept that allows diverse parties to engage on first-party datasets. This confidential cloud computing technology develops a secure and privacy-compliant communication channel offering personalised fan engagement at scale.
Sportradar FanID aims to enhance the understanding between rightsholders and their fans by giving insights into the latter's interests and purchase intent. This advantage translates into a larger value for sponsors while also enabling brands to establish scalable, tailored engagement with their fanbase. Advertisements delivered can thus be timely, highly relevant, and personalised.
The Sportradar FanID process commences with the collection of first-party data through the integration of interactive tools within the digital channels of rightsholders and brands. The gathered datasets are then shared in the data clean room to form comprehensive yet anonymised fan profiles. Leveraging Sportradar's proprietary marketing activation technology, a gamut of pertinent and custom digital advertising content is served to individual fans. This content is orchestrated to reach fans at optimum moments via the best-suited channels, with the effectiveness of each operation meticulously measured.
Rainer Geier, the Executive Vice President of Fan Engagement at Sportradar, sees the decline of third-party cookies as a substantial opportunity for both rights holders and brands. This shift presents a chance to enhance their understanding of fans and facilitates more efficient and seamless delivery of digital advertising content.
Rainer Geier commented: "The crumbling of the third-party cookie represents a significant opportunity for rightsholders and brands to gain a greater understanding of fans while also enabling more efficient and seamless delivery of digital advertising content."
Geier further added: "We are the industry leader and partner to many clients around the world, which has allowed us to gather the most comprehensive understanding of fan behaviour and insights. Sportradar FanID is an example of how we are extending our innovative capabilities, and it will serve as a catalyst for further product innovation and increased monetisation potential."