Formula 1 is shifting gears through a new partnership with Sportradar and Interregional Sports Group to launch live ‘in race’ odds. The partnership will provide the “most comprehensive pre and live race odds available, allowing the sport to embrace the market at a time when sports betting and engagement is seeing continued growth across the world,” according to the announcement. Current pre-race odds already in place include driver markets (winner, podium and top ten finishes), constructor markets, group winners, drivers to be classified, race head-to-heads and pole position head-to-heads. Meanwhile, Sportradar’s Live Odds team will leverage never before released historical F1 data to create new Live Odds models set to be launched ahead of the 2020 season at the Australian Grand Prix in Albert Park. The offering will debut in around 30 unique markets during qualifying and on race day.
“F1 remains an untapped market for bookmakers, despite it being one of the richest data driven sports in the world,” said David Lampitt, Managing Director of Sports Partnership at Sportradar. “This partnership enables us to roll out enhanced data-driven products, which will provide additional betting opportunities both prior to and during live races, creating the most comprehensive offering available anywhere. We’re looking forward to continuing to work with F1 and ISG to create insights from their unique data sets in a way that will both excite the market and help build customer engagement and interest across the sport.”
