GMB - What new things did Sportradar present at SBC Latinoamérica 2024?
Rodrigo Cambiaghi - Regarding Sportradar's digital marketing, we have now launched our product for Google. We already have a solution for programmatic media, including display, video, digital out-of-home and audio. Now, we will also operate in search engines. With the guidance in Brazil, large platforms are opening up to the betting market, and we believe that this new front on Google brings a lot of value to our customers.
Recently, Sportradar reported that Brazil may no longer be the world leader in match-fixing. Is this a reflection of the work it has been doing?
Yes, definitely. This is a ranking that no one wants to lead, and we are working to change that. We have signed an agreement with the Ministry of Finance to combat match-fixing, which impacts not only bookmakers, but sports and the market as a whole. In addition to detecting suspicious matches, we work with clubs and federations to educate them about the risks of match-fixing, through lectures and workshops.
This is something that unfortunately happens, but we have been working hard lately to stop it. This agreement cooperates with Sportradar not only in detecting match-fixing, but also in educating clubs and federations.
Considering the Brazilian and Latin American markets, what are the biggest challenges for Sportradar in combating match-fixing?
We recently opened our office in Brazil, so we now officially have a physical operation in the country, a physical space, a CNPJ. Our intention is to grow with the team there.
The Brazilian market is a big bet, as are the others in Latin America. But since Sportradar is a global company, all eyes are now on Brazil. That's why we say it's the darling of the moment. Our CEO was here this year and we're looking very fondly at Brazil.
How does Sportradar see the importance of the agreement with the Ministry of Finance for the market?
Taking care of the integrity of the sport is fundamental because this not only ruins the experience of the players, it can generate losses, it can end the career of the player. It's a way for us to protect the market from this type of practice that is completely irregular.
Is artificial intelligence the main differentiator of Sportradar?
AI is one of our greatest strengths. We use petabytes of data that we collect in real time, and AI helps us process this data accurately and efficiently. However, Sportradar's differential also lies in our global team, robust infrastructure and position as the world's leading sports data provider.
And how does Sportradar see the current situation in the Latin American market and how to work with it?
We really like Brazil, but we can't limit ourselves to it. We have Mexico, which is a huge market, Colombia, which has been regulated for a long time and even serves as a benchmark for a lot of things that happen here.
Now we have Peru, which has recently been regulated, and Google itself is now allowing bookmakers to run campaigns there; and we have Ecuador moving towards guidance. There's a lot going on, and we hope that Latin America will be regulated very soon.
What would be the balance of 2024 for Sportradar?
I can speak for Latin America: 2024 was a very good year for Sportradar, very positive, growing. Now we're finally setting foot on our second foot, because we already have one in Uruguay, where our office is here, the main one in the region.
And now we are opening an office in Brazil, in São Paulo. We intend to grow the operation, hire more people and expand our presence even further.
How is Sportradar preparing to prevent fraud and manipulation in sports?
In addition to using technology for detection, we invest heavily in education. More than half of the sports federations are Sportradar Integrity partners, and we hold workshops with clubs such as Palmeiras and Atlético Mineiro, with more events planned for the year.
Source: Exclusive GMB
