When it comes to riding the emotional highs and cultural firepower of live sport, few understand the playbook quite like Sportradar. Which is exactly why we’re thrilled to announce them as Main Stage Partner of MAD//Sports the dedicated sports marketing experience at MAD//Fest London 2025.

From fan-first storytelling and real-time moments to next-gen measurement, MAD//Sports is where brands, rights holders, and creative disruptors collide to shape the future of sports marketing. With Sportradar leading the charge, this year’s programme will take a deep dive into how brands can move beyond the logo and win big in the hearts and minds of fans.

Why Sportradar?

Trusted by over 1,700 sports federations, media platforms, and betting operators worldwide, Sportradar is the global authority in sports data, content, and integrity. But they’re more than just a data provider, they’re cultural technologists who help brands tap into the emotion of sport with timing, intelligence, and precision.

From capturing live match data in milliseconds to powering immersive fan experiences across every screen, Sportradar helps marketers unlock the “right now” moments that matter, the goals, the heartbreaks, the history-making plays. That data is then transformed into scalable, contextualised stories that connect with audiences in real-time.

In a media landscape where attention is fractured and fans are fragmented; this kind of immediacy and emotional intelligence is a game-changer for brands.

Sport = Emotion. Sportradar = Intelligence.

Let’s face it sport is more than entertainment. It’s identity, tribe, theatre, politics, and passion. Today’s fans expect brands to not just show up, but to show understanding of the moment, the mood, the memes.

This is where Sportradar’s marketing and media solutions shine. Their tools allow brands to:

• Track real-time sentiment and reactions across channels.

• Target campaigns around specific game moments (think: red cards, record-breakers, comebacks).

• Create automated, emotion-driven content that hits just as the crowd erupts.

• Deliver contextual programmatic advertising based on live data triggers.

The result? Brands can insert themselves into cultural conversations around sport in a way that feels natural, authentic, and unmissable.

MAD//Sports 2025: Not Your Average Sports Marketing Stage

With Sportradar backing the MAD//Sports Main Stage, expect big debates, bigger personalities, and razor-sharp insights. From how we define and measure fandom, to the role of creators and athletes in brand narratives, MAD//Sports is for the bold, the curious, and the culturally fluent.

And of course, Sportradar will be at the heart of the conversation not just sharing tech and trends but revealing how to translate live action into lasting emotional impact.

It’s Not a Conference. It’s MAD//Sports