The UK Competition and Markets Authority (CMA) has approved Sportradar’s acquisition of IMG Arena after investigating whether the deal would reduce competition or limit market choices.

The CMA gathered public feedback and opinions from various industry stakeholders before reaching its decision. After reviewing all evidence, the CMA found that the merger would not harm competition in the sports data and media market. The companies can now proceed, with the deal expected to close in late 2025.

Details of the Deal

The agreement between Sportradar and IMG Arena involves a total financial consideration of 125 million dollars, with IMG Arena also set to provide an additional 100 million dollars in cash prepayments to sports rightsholders. 

Endeavour had first announced its plan to sell IMG Arena in November 2024, with the goal of refocusing its business on core entertainment assets. Sportradar later confirmed its intention to acquire the company as part of its expansion strategy in sports media and data services. According to Sportradar, the transaction will be completed before the end of 2025, after final administrative steps.

A Strategic Move for Sportradar

Sportradar’s decision to acquire IMG Arena is part of its growth strategy to strengthen its position in the global sports technology market. The company hopes to expand its reach in live sports streaming, data distribution and media rights through the merger.

Earlier this year, Sportradar announced impressive financial results in its FY24 report, with revenue reaching 1.1 billion euros (about 1.29 billion dollars), a 26.1 percent increase compared to the previous year. This strong performance has given the company the financial stability it needs to pursue large-scale acquisitions such as this one.

By bringing IMG Arena into its operations, Sportradar expects to improve its service offerings to betting operators, sports leagues and media companies worldwide.

Future Prospects and Recent Developments

The completion of this deal will not only reshape Sportradar’s business but could also influence the broader sports data industry. IMG Arena is well known for providing high-quality sports content and live streaming services to betting and media companies. Integrating these capabilities with Sportradar’s existing technology will likely create a more powerful and competitive service provider.

In related news, Sportradar recently announced a partnership with Underdog, a fantasy sports and betting platform. The collaboration introduced a new artificial intelligence tool called Bettor Sense, designed to promote safer gambling practices.

With the CMA’s approval now secured, Sportradar and IMG Arena are expected to move quickly toward completing the deal. Once finalised, the acquisition could open new opportunities for growth, innovation, and collaboration in the global sports data and betting technology industry. It is also expected to set higher standards for transparency, responsibility, and the use of advanced technology in the fast-evolving digital sports market.