Sportradar, a global sports technology company, has announced an extension of its partnership with the Korea Professional Football League (K League), the premier professional football division in South Korea. The collaboration is poised to extend through to the end of 2027, marking Sportradar as the exclusive distributor of data and audio-visual (AV) rights for K League matches across the world stage.
As part of this extended partnership, Sportradar will gather and disseminate data and AV streams for over 1,900 matches across the next four seasons. Beyond data distribution, Sportradar has introduced an upgraded version of K League TV, the league’s over-the-top (OTT) platform. This redesign incorporates an enriched user experience (UX) and user interface (UI), injecting a fresh visual identity into the platform’s content.
Alongside this overhaul, the upgraded platform incorporates new analytical features designed to furnish the K League with consumer behavior data, furthering their understanding of fan preferences.
Yeon Sang Cho, Secretary-General of K League, commented, “The next phase of our partnership will deepen our engagement with fans around the world. Sportradar’s global expertise and technological capabilities will support our growth as we strengthen K League’s reputation as one of Asia’s most popular professional sports leagues.”
Sportradar’s role in this alliance transcends content delivery; it will also leverage its extensive network of commercial partnerships to secure sponsorships for the K League. Additionally, the partnership will extend to include anti-privacy services, a crucial component in safeguarding the integrity of K League matches and protecting the league’s intellectual property.
Ben Turner, Head of Sports Partnerships, Asia-Pacific, Sportradar, concluded, “The extension of this partnership allows us the significant runway to enhance the global presence of K League, grow its fan base and develop exciting solutions that will take the fan experience to the next level.
“Using data-driven insights, the new features in the revamped K League TV will appeal to an international audience, furthering the league’s footprint while increasing their market share in the highly competitive digital space.”