Sportradar has launched Sportradar FanID, a first-party marketing solution for the sports industry. The solution combines Sportradar's proprietary marketing action technology with a first-of-its-kind data clean room for the sports industry. The aim is to offer personalised fan engagement in a post-third-party cookie world.

Sportradar is leveraging its global network of clients, partners, data coverage, and advertising technology to provide this solution. The data clean room allows multiple parties to collaborate on first-party datasets, providing a secure and privacy-compliant way to reach sports fans at scale.

The anticipated removal of third-party cookies in 2024 is driving marketers to find alternative methods for collecting and leveraging data. Sportradar FanID benefits rights holders by providing insights into fans' interests and purchase intent, enhancing the value they provide sponsors. For brands, Sportradar FanID facilitates scalable, direct engagement with fans through personalised, timely and relevant ads.