Sportradar is a business-to-business sports technology group, not a casino where British customers can open an account. Its customers include betting operators, sports organisations and media companies. IMG ARENA, VAIX and Playradar are different kinds of assets: an acquired sports-content business, an AI technology brand with a registered company, and a newer iGaming brand.
A brand need not be a separate company; a subsidiary need not have a consumer brand; a partner need not be owned. The group's 2025 annual filing identified 53 subsidiaries as at 31 December 2025 - a historical snapshot, not a count of active companies today.
For the broader context, see our Sportradar corporate overview.
What counts as a Sportradar brand, product or subsidiary?
Understanding Sportradar subsidiaries means separating legal ownership from customer-facing names.
| Type | What it means | Sportradar example | What it does not prove |
|---|---|---|---|
| Corporate parent | A company at the top of a reporting group | Sportradar Group AG, Switzerland | That it directly owns every operating company |
| Registered subsidiary | A distinct legal entity included in the group | Sportradar UK Limited | That it runs a UK consumer sportsbook |
| Acquired business or portfolio | Operations, people, rights or companies obtained in a transaction | IMG ARENA | That every business once associated with the seller was acquired |
| Product or commercial brand | A name used to market a service or product family | Playradar | That a company with the same name exists |
| Customer or partner | An organisation buying services or collaborating with the group | A betting operator or sports league | Any equity ownership by Sportradar |
The annual report identifies group entities; product pages describe services. Neither alone gives a complete current ownership chart.
The main Sportradar brands: IMG ARENA, VAIX and Playradar
IMG ARENA: sports rights and content, not OpenBet
Sportradar completed its acquisition of IMG ARENA and its sports-betting rights portfolio in November 2025. It announced completion on 3 November 2025; accounting disclosures use 1 November as the acquisition date.
IMG ARENA brings sporting rightsholder relationships, official data and audiovisual coverage to betting operators. The acquisition also brought IMG-related UK companies into the group; it did not turn Sportradar into a consumer betting operator.
At completion, Sportradar described a portfolio covering relationships with more than 70 rightsholders, roughly 38,000 official-data events and 29,000 streaming events across 14 sports. Those are figures from its November 2025 announcement, not audited counts of events delivered to UK operators in 2026. More importantly, the underlying rights are commercial agreements: acquiring the business is not the same as owning the sporting competitions themselves.
OpenBet was not acquired. It underwent a separate management buyout before IMG ARENA was sold to Sportradar. See Sportradar acquisitions and history for the deal's background.
VAIX: personalisation technology with a legal company behind it
VAIX entered the group in April 2022. It applies predictive models and personalisation tools to operators' customer data, including churn forecasts and game recommendations. These are B2B services, not a public casino account.
VAIX Limited, company 10334901, is also a registered UK company. The brand and legal entity coexist. Vendor claims about predictive accuracy are not independently verified outcomes or guaranteed operator revenue.
An operator using personalisation still controls its own customer relationships and must assess the lawful use of personal data. VAIX supplying a recommendation model does not establish which customer records Sportradar can access under an individual contract. This is a practical distinction when reading product descriptions that refer to customer behaviour and promotional targeting.
Playradar: a 2026 launch announcement, not proof of every live game
Sportradar announced Playradar on 24 March 2026 as a B2B iGaming brand combining sports data, streaming and casino content. Proposed formats include hybrid experiences, virtual sports, slots and table games, supplied through operators.
The UK, North America and Latin America were named as initial rollout markets, with releases scheduled during 2026. This does not prove that all games are live, that a particular British casino carries them or that Playradar is a registered subsidiary.
Playradar is not presented as a site for direct deposits or bonuses. A new brand name is not evidence of a separate gambling licence.
Products and services behind those names
Sportradar's 2025 Form 20-F presents two broad revenue categories containing five product families, not separate holding companies.
- Betting & Gaming Content: pre-match and live sports data, odds-related content, audiovisual feeds, virtual sports and gaming content. This is where an operator may use a Sportradar API or other data delivery system to power its own service.
- Managed Betting Services: trading, risk and managed operational services for sportsbook businesses. An outsourced function remains distinct from ownership of the customer's sportsbook.
- Marketing & Media Services: advertising, fan engagement, media content and marketing technology. VAIX-style personalisation helps explain one application without representing every product in this family.
- Sports Performance: technologies supporting sporting competitions, teams, coaching, scouting and performance analysis. Some assets in this area are affected by the proposed Atrium divestiture.
- Integrity Services: monitoring and other services intended to help sports bodies and stakeholders identify threats to sporting integrity.
The first two sit under Betting Technology & Solutions; the other three under Sports Content, Technology & Services. See technology and business model and Sportradar financial results for detail.
Which companies are actually in the group?
The audited 2025 report identifies Sportradar Group AG as the Swiss holding company, Sportradar AG as its principal operating subsidiary, and 53 subsidiaries as at 31 December 2025. Note 31 lists entities and ownership percentages; Exhibit 8.1 lists names and jurisdictions.
This is a selection, not an ownership chart. UK registration numbers distinguish similar names.
| Legal entity | Jurisdiction and identifier | What the evidence establishes |
|---|---|---|
| Sportradar AG | Switzerland | Principal operating company; distinct from parent Sportradar Group AG |
| Sportradar UK Limited | UK · 06891580 | Active registered company; UK presence is not a consumer-casino offer |
| VAIX Limited | UK · 10334901 | Active company behind the VAIX technology identity |
| IMG ARENA UK LTD | UK · 11862033 | Active company listed with acquired IMG ARENA entities in the 2025 group disclosures |
| IMG Data Limited | UK · 07978142 | Active, separately registered IMG-related company |
| EDH Tennis Limited | UK · 04351462 | Active, separately registered company appearing in the acquired portfolio |
| Sportradar Australia Pty Ltd | Australia · ABN 61 603 419 254 | Registered Australian group entity; its recorded business names include Keemotion and Synergy Sports |
| NSoft d.o.o. / Sportradar BH d.o.o. | Bosnia and Herzegovina · MBS 58-01-0017-10 | The 2025 report used NSoft d.o.o.; the Bosnian court register now displays Sportradar BH d.o.o. for this registration |
The Bosnian entry illustrates a name change under one registration. In Australia, Keemotion and Synergy Sports are business names under one ABN, not proof of two additional companies.
Subsidiaries may be held indirectly; consolidated ownership percentages are not a direct-shareholding chart. See Sportradar ownership and management.
What the UK connection does - and does not - mean
Sportradar UK Limited, VAIX Limited and IMG ARENA UK LTD establish a British corporate presence, not permission to sell gambling directly to British consumers. A software supplier need not operate a consumer sportsbook or casino.
The UK Gambling Commission identifies Sportradar AG as account holder 39663. Its register lists active remote gambling-software and virtual-event activities, but remote casino game hosting is pending as at this research date, not an active grant.
For the activity-by-activity distinction, see markets, partners and licences. This article is not a licence clearance for any particular game.
What Sportradar does not own: common mix-ups
Commercial association does not establish ownership:
- OpenBet and IMG ARENA: the transactions were separate. Acquiring the IMG ARENA portfolio did not make OpenBet a Sportradar subsidiary.
- Customers and partners: names such as Flutter and DraftKings appear among Sportradar's disclosed customers, while Polymarket appears in its commercial announcements. A customer contract or partnership does not itself transfer company ownership.
- Products and legal entities: Playradar is an announced brand. A game, service or product line is not automatically an incorporated subsidiary.
- Business names and companies: the Australian register associates Keemotion and Synergy Sports with Sportradar Australia Pty Ltd. The labels are not proof of two independent Australian companies.
Always ask what the source proves: shareholding, asset purchase, trade name, product supply or partnership.
A 2025 snapshot, followed by 2026 changes
Three events show why reporting dates matter:
| Date | Documented development | How to read it |
|---|---|---|
| 31 December 2025 | Annual-report list of 53 subsidiaries, incorporating IMG ARENA entities acquired that year | Historical reporting snapshot, not a live register |
| 19 May 2026 | Fresh Eight Ltd, listed in the 2025 group accounts, was dissolved in the UK | Do not describe it as an active UK company today |
| 7 October 2026 | Agreement to sell Atrium Sports, the coaching-and-scouting business of Synergy Sports, to Teamworks Innovations for US$170 million | An agreement, not evidence of a completed disposal |
The 3 November 2026 results anticipated completion in the fourth quarter, subject to conditions. That update did not confirm a completed sale, and the agreement did not cover every Synergy-branded asset. See Sportradar risks and opportunities.
What the group structure tells us
IMG ARENA is an acquired sports-content portfolio; VAIX supplies operator-focused AI and has a registered UK company; Playradar is a newer iGaming brand. Names do not map one-for-one to subsidiaries. Check the date, relationship and legal identity before drawing conclusions about ownership.