The UK’s Competition and Markets Authority (CMA) has initiated a preliminary review into the proposed acquisition of IMG Arena by sports data powerhouse Sportradar, launching a two-week consultation period to evaluate the competitive implications of the $225 million deal in the UK market.

CMA launches consultation over competition concerns:

On 11 July 2025, the CMA opened what it describes as an “invitation to comment,” signaling the beginning of its Phase 1 assessment under the Enterprise Act 2002. This step aims to gather input from stakeholders on whether the proposed merger could lead to a “substantial lessening of competition” in the sports data and betting-related services sectors within the UK.

The current review does not yet constitute a formal investigation. Instead, it is the CMA’s initial evidence-gathering phase and will run until 25 July 2025. As stated in the official notice, during this period, interested parties—including competitors, partners, and industry experts—are encouraged to submit written representations via the email address provided by the regulator (sportradar.imga@cma.gov.uk).

A CMA spokesperson explained that they are currently “considering whether it is or may be the case that this transaction, if carried into effect, will result in the creation of a relevant merger situation… and if so, whether the creation of that situation may be expected to result in a substantial lessening of competition.”

Announced in March 2025, Sportradar’s deal with Endeavor Group to acquire IMG Arena was valued at more than $225 million. The structure of the transaction sees Endeavor paying Sportradar $125 million to assume IMG Arena’s outstanding obligations. Additionally, $100 million in cash is being directed to sports rightsholders, with Sportradar absorbing the operational responsibilities of the business.

Sportradar CEO Carsten Koerl has emphasized that this acquisition will help “realise the full economic potential” of IMG Arena’s portfolio, which includes approximately 70 international betting rights. IMG Arena currently distributes data and streams for 39,000 sports events and 30,000 live broadcasts, spanning high-profile tournaments such as Wimbledon, the US Open, and the PGA Tour.

The deal forms part of Endeavor’s broader restructuring, following its $13 billion privatization by Silver Lake in August 2024. IMG Arena and OpenBet were both put up for sale as a result, with the latter undergoing a $450 million management buyout in March 2025.

Industry reaction and CMA’s next steps:

In response to the CMA’s inquiry, Sportradar told NEXT.io: “This is a normal part of the CMA merger control process.” The company has not provided additional public comment since the consultation was announced.

Regulus Partners analysts have noted that the deal exemplifies a growing emphasis on scale and pricing power in the sports data industry. In their words, “Sportradar has successfully transitioned from poacher to gamekeeper,” positioning itself to set the standard for official data and streaming services in a highly competitive sector.

The CMA’s review will determine whether this consolidation risks stifling innovation or limiting access to data services. The regulator has not provided a date for a potential Phase 1 decision or the start of a formal inquiry. Depending on feedback received during the consultation, the CMA could either allow the merger to proceed unchallenged, seek structural remedies, or escalate the matter into a more thorough Phase 2 investigation.