Importantly, each Clean Room participant is able to stipulate their own opportunities for any company interested in reaching sports fans. Data ‘rules of engagement’ related to their own data, sharing only as much as Clean Rooms, when combined with an advanced activation platform, they choose and in full control of how it is utilised. connect with the entire sports ecosystem – in effect, any brand wanting to connect with sports interested consumers. In these exciting times of innovation, the sports industry must be prepared to adapt and readily accept new technological innovations as they come online. In this way, not only will their journey be smoother, In Sportradar’s case, data in its Data Clean Room is fully unlocked via our but they will reap far richer rewards. proprietary activation technology – a sports specific digital marketing platform – where not only is all of the machine intelligence dedicated solely to sports fans, but where the inventory supply in a wide range of ‘Cookies, the GDPR, and the ePrivacy Directive (GDPR.EU, 2023): digital programmatic channels has been ‘curated’ with the same fans in mind, too. Combined platforms have the power to improve marketing practice for any company or brand interested in reaching sports fans. Data Clean Rooms, when combined with an advanced activation platform, can connect the eco-system around specific sports, with the rights-holder (Federation, League or team), as the ultimate and rightful ‘conductor’ of the fan experience, right at the centre. Collaboration between the wider sector, including commercial sponsors from other industries, unlocks valuable insights and broadens marketing