Sportradar has entered a strategic partnership with audio media technology company Aireal aimed at enabling context-based advertising around sports coverage across broadcast and digital radio channels.
The collaboration will allow advertisers to place audio messaging within commercial breaks surrounding relevant sports content, including commentary, previews and news coverage.
Aireal’s system identifies sports-related programming across FM, DAB+ and streaming audio and makes those advertising slots programmatically tradable.
Sportradar’s data layer will add live “sports moment” signals such as goals, penalties and momentum changes, enabling campaigns to be activated in proximity to major match events.
The supplier’s creative tools will generate scripts based on team narratives, tournament developments and fan sentiment, with the intention of aligning advertising with audience interest while avoiding interruption to live play.
The companies said the approach is designed to position traditional radio within automated advertising workflows ahead of major global sporting cycles, including the 2026 FIFA World Cup.
Sportradar VP Product Marketing and Advertising Services Ralf Ollig said: “Audio is critical in any sports-focused advertising campaign as brands need scalable channels that keep them connected to sports moments throughout the day.”
Ollig added: “Our partnership with aireal turns broadcast radio into a digitally activated, programmatic channel.”
Aireal Managing Director Markus Adomeit said: “Working with Sportradar allows advertisers to align their audio campaigns with sports programming and sports signals in a way that’s scalable and relevance driven.”
The agreement expands Sportradar’s broader advertising offering, which includes programmatic display, digital out-of-home, video, podcast audio, paid social and paid search products.
Earlier in February 2026, Sportradar extended its long-term partnership with Betfred to upgrade the operator’s retail platform across 1,300 UK betting shops.
The upgrade was positioned as preparation for increased demand during major sporting events, including the upcoming World Cup.
Sportradar previously opted not to renew its partnership with the American Gaming Association in the United States
