Sportradar Sells Atrium Sports for $170 Million
Switzerland.- 9 October 2026 | www.zonadeazar.com Sportradar has agreed to sell Atrium Sports, the coaching and scouting business of Synergy Sports, to Teamworks Innovations for $170 million in cash.
The transaction forms part of a wider strategy to streamline the group’s portfolio and concentrate resources on its core betting, gaming and media businesses.
Sale to Teamworks Innovations
The definitive agreement covers the team-facing coaching, scouting and analytics operation.
Atrium Sports has a particularly strong presence across baseball and basketball, providing performance analysis and preparation tools to sporting organisations.
$170 Million Cash Consideration
Teamworks Innovations will pay $170 million in cash for the business.
Sportradar said the valuation represents an accretive double-digit EBITDA multiple relative to the group’s current market valuation.
Sportradar Retains Key Technology
The transaction does not include every technology asset developed within Atrium.
Sportradar will retain capabilities already supporting its core products, including:
- Automated video production cameras.
- Automated graphics solutions.
- Certain computer vision capabilities.
- Competition management products.
Betting, Gaming and Media Focus
Sportradar CEO Carsten Koerl said the divestment will optimise and streamline the business.
The company intends to concentrate increasingly on betting, gaming and media, where its main commercial investments and partnerships are now focused.
Stronger Balance Sheet
Proceeds from the sale will also strengthen Sportradar’s balance sheet.
The group intends to use the additional capital in support of its wider capital-allocation priorities and growth strategy.
Atrium Acquired in 2021
Sportradar acquired Atrium Sports in 2021 for an undisclosed amount.
At the time, the deal formed part of a strategy to diversify beyond betting data and expand capabilities across video, fan engagement and sports intelligence.
Strategic Priorities Have Shifted
Five years later, Atrium has become less central to the group’s wider strategy.
Sportradar has increasingly prioritised betting data, content, media products and emerging wagering verticals.
Prediction Market Expansion
The company has also increased its exposure to prediction markets during 2026.
It signed agreements with Kalshi and Polymarket, expanding sports-data and infrastructure services supporting event-contract platforms.
Recent M&A Activity
The divestment follows a period of significant corporate activity.
Sportradar acquired IMG ARENA in November 2025 for approximately $250 million and XLMedia’s North American affiliate business in 2024 for around $30 million.
Those transactions strengthened its position across betting content, customer acquisition and sports data.
Transition for Clients and Employees
Sportradar and Teamworks will work together to provide an orderly transition.
The process will cover clients, partners and employees connected with the divested operation.
Q4 2026 Completion
The transaction is expected to close during the fourth quarter of 2026.
Completion remains subject to customary closing conditions.
Next Steps or Impact
The Atrium sale highlights Sportradar’s increasing strategic concentration on businesses directly linked to sports-data monetisation, wagering and media.
By retaining selected technology assets, the company can exit the coaching and scouting operation without losing capabilities already embedded in its core products.
The transaction also releases $170 million of capital as Sportradar continues investing across betting, content and prediction markets.
Editó: @fonta
