Racing series Formula 1 has partnered with Sportradar to provide data that will allow sportsbooks to offer in-race bets for the upcoming season.
The agreement gives books the ability to generate live and changing odds during races, and these products will launch with the first Formula 1 race this weekend, which is the Australian GP. This is the first product launch involving live race data, as practice and qualifying bets will also be opened in the future. No word on the first books offering the bets was available.
Commenting on the agreement Formula 1 Head of Digital Media Rights Adam Crothers said, "We are very excited to be working with Sportradar who are world leaders in data distribution and share our passion to make F1 a significant player in this field. We believe this partnership will provide our fans with yet another platform to engage with the races in a manner that hasn't been possible until now as we head into another exciting year of racing.
"For a long time now our sport has been synonymous with data as it is such a key component of F1, and this agreement will allow us to bring that data to life through Sportradar's exciting in-race betting offering which is set to expand throughout the season."
Sportradar Managing Director for Sports Partnerships David Lampitt added: "Formula 1 is one of the world's most recognised sports brands with unique commercial opportunities that continue to expand. Introducing live in-race betting opportunities is a starting point to unlocking those opportunities and increasing interest and engagement amongst fans worldwide."