Sportradar unveils new solution FanID for enhanced first-party marketing in cookie-free era

Sports technology provider Sportradar has launched an end-to-end first-party marketing solution named Sportradar FanID.

The solution, as per the company, combines the capabilities of its data clean room for the sports industry with proprietary marketing activation technology to offer rightsholders and brands personalized fan engagement in "a post-third-party cookie world."

Utilizing its data coverage and advertising technology, Sportradar said it can offer in-depth and contextually relevant sports fan insights for companies to capitalize on monetization opportunities.

“The anticipated removal of third-party cookies in 2024 is compelling marketers to find alternative methods for collecting and leveraging data to connect with consumers. Sportradar’s data clean room addresses this challenge for the sports industry, allowing multiple parties to collaborate on first-party datasets. Created using confidential cloud computing technology, it provides a secure and privacy-compliant way to reach sports fans at scale,” the company said.

Sportradar FanID offers rightsholders a greater understanding of fans’ interests and purchase intent while enhancing the value they provide sponsors. For brands, the solution facilitates scalable, direct engagement with fans through personalized, timely, and relevant ads.



The Sportradar FanID process includes:

• Data Collection: Rightsholders and brands embed interactive tools into their digital channels to capture first-party data.
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• Data Connection: Collected data sets are shared in the data clean room to create comprehensive and anonymized fan profiles.
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• Data Activation: Leveraging proprietary marketing activation technology, relevant and personalized digital advertising content is served on a one-to-one basis.
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• Data Orchestration: Content is delivered to fans at the right time and through the best channel with effectiveness measured.

“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,” Rainer Geier, EVP, Fan Engagement at Sportradar, said.

“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 behavior 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 monetization potential,” he added.