Sportradar sells Atrium Sports to Teamwork Innovations for $170m in cash

Nasdaq-listed Sportradar has agreed to sell Atrium Sports, the coaching and scouting business within its Synergy Sports subsidiary, to Teamwork Innovations. The price is $170m (£144m) in cash. Completion is expected in the fourth quarter of 2026.

The company described the price as an accretive double-digit EBITDA multiple relative to its own market valuation. Sportradar will keep certain Atrium assets that support its core sportstech and sports data products. These include automated video production cameras, automated graphics solutions, certain computer vision capabilities and competition management products.

Chief Executive Officer Carsten Koerl said the deal streamlines the business as it concentrates on its core betting, gaming and media priorities, while retaining key technology assets. He said the proceeds will strengthen the balance sheet and support capital allocation priorities. Koerl described Synergy as a leading team-side analytics platform for baseball and basketball, and said the sale places it under an industry leader focused on serving teams and athletes. He added that Sportradar will work with Teamworks to ensure a smooth transition for clients, partners and employees.

Sportradar bought Atrium Sports in 2021 for an undisclosed sum, announcing the deal before its September 2021 IPO. The purchase was intended to diversify the business beyond betting data and sports intelligence. Atrium was seen as a way to expand video engagement capabilities and to improve the graphics and simulations in Sportradar's Virtual Games for partners such as the NBA and the ATP.

The group's focus has since shifted. Since the Atrium purchase it has agreed partnerships with organisations including UEFA and the UFC, and more recently has moved toward prediction markets through partnerships with Kalshi and Polymarket.

The sale follows other recent deals. Sportradar acquired IMG ARENA in November 2025 for $250m and XLMedia's North American affiliate business in November 2024 for $30m, both strengthening its betting content and marketing services. Leadership continues to prioritise integrating IMG ARENA's sports data and betting rights portfolio, which includes the PGA Tour, tennis Grand Slams, Major League Soccer and EuroLeague basketball.