Brazil’s Betsul lands Bundesliga betting streaming rights from Sportradar

MUNICH, GERMANY - MARCH 08: Philippe Coutinho of FC Bayern Muenchen leaves the pitch after the warm-up session. (Photo by A. Beier/Getty Images for FC Bayern)

Brazilian betting operator Betsul has acquired betting streaming rights to the German Bundesliga ahead of the league’s return to action this weekend.

The deal was brokered by sports data, content and betting company Sportradar and includes all remaining matches in the 2019-20 Bundesliga season.

Sportradar sells the international betting rights to the Bundesliga, having agreed a four-season deal between the 2017-18 and 2020-21 seasons. The deal is global, excluding Germany, Austria, Switzerland, Liechtenstein and Luxembourg.

Betsul, which recently launched in Brazil, came to the fore during the bidding process for the international broadcast and betting streaming rights to the Campeonato Brasileiro Série A.

In the event, the Brazilian clubs voted for an international broadcast deal with Global Sports Rights Management, the agency set up by Latin American sports rights executives, and a joint international betting streaming and data rights deal with the Zeus Sports Marketing agency and Stats Perform, the sports data and technology company.

The Bundesliga will restart this weekend behind closed doors after being postponed due to the Covid-19 pandemic which has caused a shutdown in sports globally.

The Brazilian arm of pay-television broadcaster Fox Sports holds the Bundesliga broadcast rights in Brazil, following a deal signed in 2013.

Bundesliga matches can be broadcast on both Fox Sports and ESPN’s channels in Brazil following a merger announcement last week.

US media group Disney, ESPN’s parent company, acquired 21st Century Fox in a $71.3bn (€66bn) deal in 2019. A condition of that required Disney to divest the Fox Sports channels in both Brazil and Mexico. The Brazilian Administrative Council for Economic Defence (Cade) approved a merger proposal for the two businesses after ruling that the merger presented a viable alternative to a divestment of the Fox Sports business.