Sportradar AG CEO Carsten Koerl opened a keynote panel at SBC Summit Lisbon by framing the industry’s current moment as one defined by artificial intelligence and rapid change.
Koerl noted that today’s fans are no longer anchored to a single point of engagement, moving fluidly between live sport, data, social media, and betting markets.
DraftKings CEO Jason Robins reflected on following Michael Jordan as an athlete and now observing him as a sports business magnate, saying: “We all kind of wish we were Michael. We wish we were out there winning championships.”
Jordan’s relentless drive to dominate every arena has directly inspired Robins to push forward with DraftKings’ all-in-one Super App as the company’s principal technology project.
Robins explained the thinking behind the Super App clearly, saying: “The idea of the Super App was we’re going to take all these different products that we have, which a lot of which were living in different apps before, and bring them all into one single app.”
The DraftKings CEO also acknowledged that reducing friction for users was a central goal, adding that past technology simply was not capable of hosting multiple verticals within a single application.
Jordan, serving as a special advisor to the Board of Directors of both Sportradar and DraftKings, addressed why his involvement with each company feels genuine to him personally.
Jordan was direct about the nature of his partnerships, stating: “When I get involved in deals, be it with Sportradar or DraftKings, I need to know it’s authentic to what represents me. I know I’ll be used as a marketing vehicle. The consumer has to connect to that.”
The basketball legend has applied the same authenticity test to his recent investment in NASCAR, an interest rooted in attending races alongside his family over the years.
Jordan sees real potential for NASCAR to reach audiences beyond its traditional fan base, with Sportradar and DraftKings playing a central role in that expansion strategy.
On the evolving relationship between fans and data, Jordan acknowledged that today’s supporters can “follow every statistic, every movement and every betting market” with unprecedented ease.
Jordan also offered a candid assessment of fan behaviour, adding: “After my work with both of these companies, I understand that consumers are more focused on the outcome. The fans today have a better understanding, and they’re willing to get involved in the outcome.”
He did not shy away from the controversy that surrounds gaming either, pointing at Robins and Koerl while quipping: “You’re always going to have some people angry at these guys, and sometimes these guys are gonna be happy as hell!”
Koerl rounded out the discussion by emphasising that fan engagement remains technology-driven, saying Sportradar is “beginning to learn who is sitting on the other side, and how we can connect with them through data and social media.”
