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Sportradar

Lead generation

iGaming

Grou helped Sportradar generate 800+ leads across EMEA

Sportradar needed a more structured way to capture demand from sportsbooks and betting companies across EMEA. We built and managed multi-channel campaigns across LinkedIn, Google, Reddit, RichAds, and 6sense, generating 800+ qualified leads across the region.

800+

Qualified leads

€15

Cost per lead

80%

SQL rate

Sportradar

Lead generation

iGaming

Grou helped Sportradar generate 800+ leads across EMEA

800+

Qualified leads

€15

Cost per lead

80%

SQL rate

Sportradar

Lead generation

iGaming

Grou helped Sportradar generate 800+ leads across EMEA

800+

Qualified leads

€15

Cost per lead

80%

SQL rate

Client overview

Sportradar is a global sports technology company providing data, content, and marketing solutions to the sports and betting industries. Their teams work with operators, media companies, and rights holders across multiple markets.

For this project, the focus was on building a more structured B2B lead generation system targeting betting and gaming companies across EMEA.

Challenge

Sportradar needed a more consistent and structured way to generate qualified B2B leads across EMEA.

The brief included several objectives at once. They needed always-on campaigns targeting betting and gaming companies, lead generation campaigns built around commercial content, and top-of-funnel activity that could expand reach while still supporting direct lead capture.

The pace of execution added another layer of complexity. New campaigns needed to go live within days of briefing, creative had to be produced and updated quickly, and cost per lead had to stay under control across channels. The challenge was not just launching campaigns. It was building a system that could handle multiple moving parts at once without losing speed, targeting quality, or consistency.

Goal

Our goal was to help Sportradar generate a steady flow of qualified B2B leads from sportsbooks and betting operators across EMEA, while also strengthening brand visibility in the market.

The setup also needed to be fast and flexible. Campaigns had to launch quickly, reporting needed to stay clear, and performance had to be optimized continuously to keep lead generation efficient over time.

Approach

We approached the engagement as a multi-channel lead generation system, with LinkedIn at the center and Google, Reddit, RichAds, and 6sense supporting the wider funnel.

Rather than treating each campaign as a separate initiative, we aligned creative production, audience targeting, and campaign management around one commercial objective: generating qualified demand from sportsbook and betting operators across EMEA.

We built LinkedIn native lead gen campaigns around relevant commercial insights and supporting content, then used Google and 6sense to expand top-of-funnel reach. Reddit and RichAds opened additional channels to capture relevant demand outside LinkedIn and strengthen the overall funnel.

This gave Sportradar a more complete path from visibility to lead capture across different channels and stages of the funnel.

Execution

We built and managed Sportradar’s campaign infrastructure across LinkedIn, Google, Reddit, RichAds, and 6sense.

Our work included:

running always-on LinkedIn lead gen campaigns targeting betting and gaming companies across EMEA
producing and iterating ad creative for multiple concurrent campaigns
building and managing top-of-funnel Google and 6sense campaigns
running Reddit and RichAds campaigns to expand reach across additional channels
optimizing targeting, copy, and creative continuously based on CPL and CTR performance

By coordinating creative, targeting, and channel execution within one system, we helped Sportradar run multiple campaigns at once without losing speed or control.

Results

The campaign delivered steady lead generation across EMEA for Sportradar.

Across LinkedIn, Google, Reddit, RichAds, and 6sense, we generated more than 800 qualified leads from sportsbooks and betting operators across the region. More importantly, 80% of that demand qualified as SQLs, showing that the system was not just producing volume, but leads that sales could actually work with.

Beyond the headline numbers, the outcome was a more scalable setup. Sportradar had a lead generation system that could support both always-on demand generation and time-sensitive campaign pushes without losing speed or structure.

Key takeaways

A strong lead magnet tied to a real commercial use case can significantly improve B2B lead generation performance.
Lead quality matters as much as lead volume, and SQL rate is a better signal of campaign value than reach alone.
Running campaigns across LinkedIn, Google, Reddit, RichAds, and 6sense creates a broader and more resilient funnel than relying on one channel.
Fast creative turnaround matters when campaigns need to launch within days.
Combining paid lead generation with SEO work supports both short-term pipeline and longer-term visibility.

Client

Sportradar

sportradar.com

🇨🇭Switzerland

IndustryiGaming

Sub-industrySports betting

Employees1,000+

SegmentEnterprise

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Campaign

Type

Lead generation