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Speaker 1: Hello, I'm Scott, I'm been Novi Williams and Michael Barr

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Speaker 1: And this is the Bloomberg Business of Sports podcast where

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Speaker 1: we explore the big money issues in the world of sports.

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Speaker 1: Did the weekend? I love it? We team? Yeah? Us? Yeah,

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Speaker 1: no I team. There's no I in team. You know

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Speaker 1: what they say, though there is we, there is me.

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Speaker 1: There's no hype, but there is me. Today we begin

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Speaker 1: with sport Radar. This is an exclusive. Yeah. We've been

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Speaker 1: following this company for a while and it was one

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Speaker 1: of those mostly in Europe companies based out of Switzerland

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Speaker 1: where what they do is it's a sports data company.

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Speaker 1: They have been providing data to the betting houses around

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Speaker 1: the world, the leader in that industry and now one

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Speaker 1: of the private equity firms at stake in sport Radar

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Speaker 1: decided to sell its steak valuation of the company. Based

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Speaker 1: on this sale, ready for this bar two point for

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Speaker 1: billion with a B two point four billion dollars, you

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Speaker 1: get a sense that when a couple of years ago,

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Speaker 1: some guys you may have heard of Mark Cuban, Michael

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Speaker 1: Jordan's ted leonsis when they invested in this company, they

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Speaker 1: might have known what was coming in US sports betting. Yeah,

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Speaker 1: the NFL as an investor as well. As we talk

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Speaker 1: about kind of the winners and losers, the companies that

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Speaker 1: are well poised to possibly take advantage of a much

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Speaker 1: more vibrant US sports betting market. Sport Radar is certainly

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Speaker 1: a company that comes to mind. Scott mentioned the ownership

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Speaker 1: ties that they have to to and NBA owners. Uh,

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Speaker 1: the NFL is involved there, they have deals already. They

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Speaker 1: have a two hundred and fifty million dollar deal with

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Speaker 1: the NBA to to to handle its data overseas. Uh.

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Speaker 1: This is a company that clearly feels like it's poison

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Speaker 1: their investors out there. And Scott, you can talk a

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Speaker 1: bit about the investors, because I was surprised by by

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Speaker 1: who wanted in on this um. But there are clearly

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Speaker 1: people out there that really believe that Radar is one

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Speaker 1: of those company is that can attack this growth market.

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Speaker 1: Why so much money, Well, because of the power of

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Speaker 1: that data. Now that you're opening up a betting market

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Speaker 1: where there's gonna be plenty of dollars going back and forth.

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Speaker 1: The value of the official data feed, which means it's

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Speaker 1: fast and it's accurate. That's what the betting houses need

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Speaker 1: because the big part of sports betting is the live

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Speaker 1: in game betting. It's not who's gonna win the Super

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Speaker 1: Bowl at the start of the season, not futures bets.

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Speaker 1: Let's pretend you and I are sitting down, like as

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Speaker 1: if this would ever happen, you and I were sitting

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Speaker 1: down watching a football game. Let's say we want to

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Speaker 1: bet on the next play run pass or is this

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Speaker 1: guy gonna have uh x number of catches in the

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Speaker 1: in the in the first half. Those odds are calculately

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Speaker 1: or they're calculating and updating regularly based on what's going on.

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Speaker 1: That's the live in game. That's what keeps people glued

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Speaker 1: to the TV sets, no matter if it's a fifty

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Speaker 1: point game, no such thing as blowouts anymore. If you

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Speaker 1: got money on it, you want to sit and watch.

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Speaker 1: That helps engagement at helps networks. So the value of

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Speaker 1: the property just goes up. And it's all predicated on

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Speaker 1: having that fast, accurate data. So sport Radar pays will

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Speaker 1: use the NBA as example, they pay two fifty million

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Speaker 1: dollars to the NBA for for for their rights data

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Speaker 1: at gambling data rights overseas and then they after that

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Speaker 1: lump some. They then cut those packages up and sell

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Speaker 1: them to your William Hills, your Patty Power, your betfairs

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Speaker 1: companies like that who get access to it, as Scott

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Speaker 1: is saying for for live betting. They also do a

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Speaker 1: number of other things that that maybe aren't as big

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Speaker 1: revenue drivers for them, but they dip their hand into

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Speaker 1: into media rights as well. They do integrity monitoring, which

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Speaker 1: is one of those names, one of those words you're

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Speaker 1: gonna hear a lot more here at least Stateside. Uh,

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Speaker 1: they provide lines for for people as well. I mean

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Speaker 1: if there are you think about casinos here in the

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Speaker 1: US and in states that are legalizing sports gambling who

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Speaker 1: want to offer this but have don't have the expertise,

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Speaker 1: the technology, etcetera. Sport Radar is one of those companies

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Speaker 1: that you can pay just to do the whole thing

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Speaker 1: for you to operate the back end, to take the

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Speaker 1: money to pay it out, have the expertise. And by

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Speaker 1: the way, the buyers in this deal, like you're if

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Speaker 1: you're thinking what sport related entity would want to buy this,

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Speaker 1: how about the Canada Pension Plan Investment Board and then

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Speaker 1: another private equity from TCV. The pension plan. Thing jumped

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Speaker 1: out to me. I was because I don't want to

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Speaker 1: call gambling a vice necessarily, but I would be surprised

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Speaker 1: that a large pension fund like that would would would

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Speaker 1: target a sports gambling company and one that has, I mean,

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Speaker 1: in the past, had had a little checkered history with

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Speaker 1: with with some some gray markets. Uh. I'm surprised that

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Speaker 1: they were they would jump at this opportunity. But there's

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Speaker 1: money to be handed. You see the growth we are

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Speaker 1: When you see the growth curve of of sales and

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Speaker 1: the EBA of this of this business, and you can

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Speaker 1: do that on e Q TWS website, you know you're

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Speaker 1: you're you're going up into the right, which is what

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Speaker 1: you want. And I counted with the Ontario Teacher's Pension Plan.

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Speaker 1: They invest in a lot of sports related entities as well,

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Speaker 1: including Maple the sports and entertainment. The next one I

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Speaker 1: love this is it's been a long time time since

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Speaker 1: we've seen one of these matches PG. Eight. Yes, we've

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Speaker 1: got Bill Michelson against Tiger Woods and trying to arrange

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Speaker 1: this ten million dollars. That's low. They could do more, yea,

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Speaker 1: they could demand more. What would you watch ready? I'm

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Speaker 1: going to make up a name here. Um, I don't

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Speaker 1: want to do an official sponsor. You get anybody mad

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Speaker 1: at us? But the Tricycle open live from Dayton, Ohio

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Speaker 1: featuring Jason Day, couple of the golfers that you've heard of,

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Speaker 1: or Phil and Tiger head to head hole by hole.

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Speaker 1: What you watching? I'm gonna watch Phil and time. They

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Speaker 1: understand the power of the brand. They understand the ability

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Speaker 1: to aggregate eyeballs. And it always goes back to what

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Speaker 1: John Skipper said to me years ago. Get the eyeballs.

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Speaker 1: I'll figure out how to monetize this. Must scare the

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Speaker 1: hell out of the and by the way, the networks.

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Speaker 1: What if I want to put events on like this? Okay,

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Speaker 1: we're open forbidding. Who wants to choose what's going to happen? Right?

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Speaker 1: And if this does happen, there's certainly going to be

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Speaker 1: a media partner, and it's probably going to be a

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Speaker 1: big network and it's gonna be widely watched. Um yeah,

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Speaker 1: this is Phil and and and Tiger who kind of

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Speaker 1: sounds like they had this idea when they were paired

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Speaker 1: up against each other at some tournament earlier this year

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Speaker 1: and realize that Hey, everybody is talking about what took

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Speaker 1: you so long? Sure we could have you could have

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Speaker 1: hired us as consultants and said, guys, you should do

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Speaker 1: this ten years ago. Sure, and they're they're taking the

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Speaker 1: boxing model and taking it to golf. You know, they

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Speaker 1: have a promoter, we can have a media partner, we

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Speaker 1: can have a you know, a couple of sponsors on board.

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Speaker 1: We can even sell a naming rights whatever it is.

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Speaker 1: But we can down we each have a set prize

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Speaker 1: paid out. The winner gets a little bit more, whatever

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Speaker 1: it is. Uh, this is a fascinating model. And I

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Speaker 1: mean these are the two golfers certainly right now that

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Speaker 1: have a brand big enough to do it. But it

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Speaker 1: does make you wonder if this is successful, which I

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Speaker 1: imagine it would be. I can't do it if it

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Speaker 1: was the future, and you can't do it every week,

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Speaker 1: you can't. Um. But but it's the kind of thing

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Speaker 1: that you could also see. I mean you can see

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Speaker 1: Raphael on the doll and Roger Federer maybe doing this

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Speaker 1: right that. There's a number of other sports where you

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Speaker 1: can see this happening. But this is nothing new. I mean,

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Speaker 1: this goes okay, here comes old man bar, Here we

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Speaker 1: go yeah, I go way back. Anybody who knows horse

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Speaker 1: racing remembers there was a match race between Ruffian and

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Speaker 1: Foolish Pleasure. This was way back nineteen seventy five, folks,

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Speaker 1: and I remember seeing I was right, at least I

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Speaker 1: can say I was around. Mr. W Williams was not.

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Speaker 1: They thought this would be a great idea. Well it

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Speaker 1: ended tragically because Ruffian broker leg on the back stretch

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Speaker 1: and that was it for the race. And then that

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Speaker 1: was that was that was that was. That wasn't good.

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Speaker 1: But the but the model is nothing new, and this

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Speaker 1: is something that we're seeing again. Like you said, from

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Speaker 1: boxing to horse racing to this. Now, once you create

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Speaker 1: the brand ends and you can utilize the league's, the platforms, whatever.

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Speaker 1: Once you create the brands that people want to see

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Speaker 1: as athletes, you surely have the power to go out.

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Speaker 1: You are the spectacle I want to see you versus

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Speaker 1: that person. Yeah, that's absolutely uh the way that these

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Speaker 1: these folks can market themselves in the future, Michael, how

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Speaker 1: about this for you, Jimmy Johnson, Taylor and Hard Jr.

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Speaker 1: And Tony Stewart. Three cars on the track of one

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Speaker 1: that would be good? I would I would pay the

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Speaker 1: see that. I would. I would go to your house,

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Speaker 1: as you have so invited many times to watch them,

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Speaker 1: and I want to watch you watching that. You want

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Speaker 1: to see me yelling screen? I will, Yeah, that would

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Speaker 1: be that's a great idea. See, we need to call

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Speaker 1: NASCAR and and somebody needs to well we we They

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Speaker 1: kind of have something like that, but it's not like that.

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Speaker 1: Just the match race where you have Iraq, where you've

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Speaker 1: got twelve of the best drivers. And by the way,

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Speaker 1: I want I want even better. I want them walking

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Speaker 1: onto the lot of whatever their sponsors. I'm serious, like

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Speaker 1: or whatever car they drive walk onto the lot. We're

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Speaker 1: not even doing these in nascars. You're gonna walk on

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Speaker 1: the lot. You're you're leaving with a Camaro, You're leaving

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Speaker 1: with a Ford Escort whatever. I want to see him

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Speaker 1: go at it. That That really is a great idea.

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Speaker 1: I would that that has never I want to see that.

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Speaker 1: There we go. You'll be like drag racing taking the NASCAR.

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Speaker 1: I don't know the details of what. I assume the

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Speaker 1: PGA Tour has no saying this, But if you're the

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Speaker 1: PGA Tour, how do you react to this? If it

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Speaker 1: happens and it's successful. As people are talking about golf,

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Speaker 1: there's only again, you can't do it that often and

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Speaker 1: a certain number of guys. It's not like people don't

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Speaker 1: need the tour. After this, people are eyes on golf

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Speaker 1: talking about golf. That's a positive thing because I think

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Speaker 1: golf is going to be fundamentally changed once they embrace

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Speaker 1: the in game betting tailor made no pun intended to

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Speaker 1: be on the course with those with the algorithms spending

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Speaker 1: saying who's going to win this whole? Who now is

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Speaker 1: going to finish in the top ten? That can keep

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Speaker 1: a younger generation engaged. Speaking of younger would you want

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Speaker 1: something like McElroy against Beef? I wouldn't. I wouldn't, but

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Speaker 1: I imagine there are golf fans out there who certainly would. Yeah,

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Speaker 1: but again, don't oversaturate. Can't you cannot do this you

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Speaker 1: versus whatever? That's not gonna work? Why not U Wimbledon folks,

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Speaker 1: speaking of watching decisions, Yes, they're not moving the men's

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Speaker 1: final even though it is up against soccer's World Cup final.

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Speaker 1: Good luck Wimbledon because people are gonna be watching the

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Speaker 1: World Cup, especially England has a chance to be in

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Speaker 1: the final. There's no way in the world if England

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Speaker 1: gets there, they have what well, I guess you could

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Speaker 1: probably feel I guess you could, but the attention usually

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Speaker 1: afforded to the Open Championship. Man here comes to you.

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Speaker 1: I mean, what's the big deal? Move to move the

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Speaker 1: match so everybody can see everything? I want to clarify.

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Speaker 1: They don't have a chance. I'm talking about the men's final.

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Speaker 1: Everybody's going to be watching the world if England gets

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Speaker 1: of course, and there's it doesn't they don't overlap exactly right.

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Speaker 1: I think the men's the tennis final starts two hours

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Speaker 1: before the soccer games. That will be done with the

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Speaker 1: first Yeah, theoretically the match could be halfway over, maybe

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Speaker 1: even more at that point. I don't know. I certainly think. Um,

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Speaker 1: I'm imagining this situation in which England's playing and in

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Speaker 1: the middle of a of a point England scores. You

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Speaker 1: just hear this kind of rumble and you realize that

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Speaker 1: a lot of people in the stands are just watching

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Speaker 1: the thing on their phones, and you know what, you

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Speaker 1: know what you get? Quiet? Please? You know what I

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Speaker 1: thought England, that the soccer fans are going to be

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Speaker 1: just smart and all well behaved. And what do they

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Speaker 1: do after they beat Sweeten? They go raid and ikea.

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Speaker 1: I mean, come on, what's up with that? Isn't that

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Speaker 1: a Swiss company? That's what I'm saying. It's like my bed,

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Speaker 1: Yes you can. You know what, I'm not going to

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Speaker 1: get in trumble. They don't want me reviewing the cafeteria

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Speaker 1: at the I ke off the new Jersey Turnpike. That's

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Speaker 1: all I'm saying. He reviewed it with his tone. I

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Speaker 1: said nothing, but I said, everybody, you just said a

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Speaker 1: lot right there. Man, Well, my son's desk is performing wonderfully,

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Speaker 1: so there we go. That's a good well Wimbledon is

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Speaker 1: is easy for them to move the final? I mean,

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Speaker 1: come on, this is they got to know it's not

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Speaker 1: going to happen, especially if England gets It's no way,

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Speaker 1: it's it's just a conflict that doesn't need to be

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Speaker 1: for you want this. If you're the men's final or

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Speaker 1: any final, men's or ladies final at Wimbledon, that should

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Speaker 1: dominate the day's sports consciousness. That's what you want. But

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Speaker 1: up against the World Cup final, with the chance of

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Speaker 1: England being a participant, you're relegated to also ran I

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Speaker 1: mean it's you're not going to get columnches. You're not

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Speaker 1: going to get you so you want to you want

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Speaker 1: to move earlier, you want to move later on Saturday,

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Speaker 1: I mean one of the you can't put it on Monday, right,

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Speaker 1: so you either do it after the Women's final on Saturday.

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Speaker 1: I mean US Open did Monday. You're gonna get more

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Speaker 1: viewership in the two hour window before the World Cup

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Speaker 1: final starts than you are on on a Monday. I

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Speaker 1: don't I agree with you that this is not a

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Speaker 1: great situation for Wimbledon and and yes other media partner.

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Speaker 1: If only we knew when the World Cup was played

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Speaker 1: and the didn't just jump up and schedule it all

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Speaker 1: of a sudden, If only we knew. This is the

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Speaker 1: Bloomberg Business of Sports podcast on Michael Barr along with

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Speaker 1: Scott Sasnik and Evan Novie Williams. We are here each

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Speaker 1: and every Monday and Friday exploring the world of money

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Speaker 1: in sports. Join us again at the end of the

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Speaker 1: week when we speak with the biggest and brightest in

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Speaker 1: the sports business industry. You're listening to Bloomberg Business of

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