The UK’s Competition and Markets Authority (CMA) has launched an initial inquiry into global sports technology company Sportradar Group’s proposed acquisition of IMG Arena, setting in motion a two-week consultation window. As part of this, CMA is inviting industry feedback on whether the deal could significantly reduce competition in the UK’s sports data and betting markets.
Speaking to SiGMA News, a Sportradar spokesperson said, “This is a normal part of the CMA merger control process.”
In March, Sportradar announced the $225 million definitive agreement to acquire IMG Arena and its portfolio of global sports betting rights from Endeavor Group Holdings, Inc. The deal would see Sportradar take control of IMG Arena and its portfolio of sports data and streaming rights from Endeavor Group.
What the CMA’s inquiry means
The CMA maintains competitive balance in UK markets, and will be conducting a Phase 1 review of the deal under the Enterprise Act 2002. This early-stage probe assesses whether the deal might harm market competition, potentially leading to higher prices, reduced innovation, or less consumer choice.
Interested parties are invited to submit written feedback to the regulator by 25 July 2025. If the Phase 1 review results in significant concerns, the CMA may escalate the review to a Phase 2 investigation, where a more in-depth probe would follow. The watchdog is yet to confirm a deadline for its Phase 1 decision or announce the formal start of the inquiry.
Sportradar’s $225M play for growth
The in key sports markets, particularly in tennis, football, and basketball. The transaction includes $225 million in financial considerations, comprising $125 million paid to Sportradar and up to $100 million in cash prepayments made by Endeavor to certain sports rightsholders.
According to the company, the deal is expected to enhance adjusted EBITDA margins and drive significant growth in revenue and free cash flow. CEO Carsten Koerl noted, “In addition, the unique structure of this transaction accelerates our revenue and cash flow profile and will be immediately accretive to our margins.”
As part of the deal, Sportradar will add a portfolio of sports rights covering approximately 39,000 official data events and 30,000 streaming events across 14 sports on six continents. This includes major properties such as Wimbledon, the US Open, Roland-Garros, Major League Soccer, EuroLeague basketball, and the PGA Tour.
With this deal, Sportradar said it will secure betting rights for three of the four Grand Slam tennis tournaments, reinforcing its dominance in the sport. “The addition of these strategic rights will unlock new growth opportunities, enabling us to deliver exceptional value to our partners, clients, and shareholders,” Koerl added.
Boosting football with DAZN & FIFA Club World Cup
In a separate development, Sportradar partnered with streaming platform DAZN in June to distribute “ultra‑low latency betting data” from every match of the FIFA Club World Cup 2025. Under the multi‑year agreement, Sportradar will feed live odds and match data from all 63 fixtures to more than 800 operator clients and 900 media outlets, widening a soccer portfolio that already covers over 150,000 matches a year.
The company said in a statement that access to FIFA’s deep tracking data will allow the Swiss group to offer up to 190 pre‑match and 200 in‑play betting markets on each game, alongside interactive live match trackers designed to keep bettors engaged once play begins.
The tournament adopts a 32-team format for the first time, split into eight groups of four, before proceeding to a straight knockout phase. Matches will be staged in 12 US cities, with the final scheduled for MetLife Stadium in New York.
