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K League engages Sportradar in multi-year global media rights deal

Kim Shin-wook of reigning K League 1 champion Jeonbuk Hyundai Motors celebrates after scoring a goal during the 2019 AFC Champions League match against Urawa Red Diamonds (by Chung Sung-Jun/Getty Images)

Sports data and content company Sportradar has agreed an exclusive multi-year global media rights distribution deal with the Korea Professional Football League (K League), the organising body of the top two tiers of club football in South Korea.

Sportradar has been appointed by the K League as it seeks to broaden its presence outside its home country.

The company will work closely with the league in developing a comprehensive commercial strategy to enhance its global distribution and coverage for its media and digital rights.

An invitation to tender covering media and betting streaming rights over the next five seasons was launched by the K League in July.

Sportradar will also provide its specialised Intelligence & Investigation services, which will support the K League in the protection of its intellectual property via anti-piracy and illegal streaming investigations.

Dylan Chuan, Sportradar’s audiovisual sales director for the APAC region, said: “The Korean market is a key focus area for us, and we believe our experience in working with leading sports franchises will form the basis of a successful partnership and further strengthen the K League’s reputation and appeal to a global audience.”

Yeon Sang Cho, general manager of the K League, added: “This is a comprehensive deal that looks to increase international exposure and improve our efforts in protecting the integrity of the K League brand.

“By building up opportunities in sports media and marketing with Sportradar in a long-term partnership, we look forward to developing the continued growth of the K League and reaching out to new audiences around the world.”

Sportradar currently works with over 100 sports leagues and federations around the world and has key partnerships in Asia with China’s CBA basketball league, the Asian Football Confederation, Max Muay Thai and club football’s Indian Super League.

In August, coverage of the K League became available once again in China after an agreement was reached with K-Ball, the online streaming service of Win Power, a subsidiary of the China Sports Media agency.