Sportradar Group AG has named Sameer Deen as chief operating officer, effective May 18, 2026, drawing the Entain executive into the company’s senior leadership as the sports data and technology group reports accelerating revenue growth.
Deen joins from Entain plc (LSE: ENT), where he served as chief commercial officer and president. He will report directly to Sportradar CEO and founder Carsten Koerl, taking oversight of commercial and group operations across the business.
Background
At 51, Deen brings more than 25 years of experience in sports betting, media, and digital commerce. At Entain, he was responsible for the operator’s commercial expansion across multiple markets. Before that, he held the role of chief digital officer and senior vice president of digital at Univision Communications, the international media company, overseeing a portfolio of brands and their digital audience operations. He has also held senior positions at Scripps Networks Interactive and founded a technology startup.
His appointment fills the COO role at Sportradar as the company looks to consolidate its commercial relationships with operators and media partners. Deen’s operator background at Entain — a B2C business operating across more than a dozen regulated markets — gives him direct experience of the product and regulatory environment that Sportradar’s sportsbook clients navigate daily.
Leadership Remarks
Koerl framed the hire in terms of commercial execution and team leadership.
“We are thrilled to have Sameer join our executive team at such a transformative time for our industry. With his expertise in sports betting and digital media, combined with a proven ability to scale businesses and build top-performing teams, he is well-positioned to drive and optimize our commercial operations and partnerships forward. His leadership will be a tremendous asset as we continue to innovate and strengthen our position as a global leader in sports technology and serve the evolving needs of our clients and partners.”
— Carsten Koerl, CEO, Sportradar
Deen cited the company’s position at the convergence of sport, technology, and wagering as the draw.
“Sportradar sits at the dynamic intersection of sports, technology, and user experiences – areas where I’ve built my career and passion. Their relentless focus on innovation and the incredible team they’ve built have been instrumental in delivering unparalleled experiences for fans while optimizing client’s business performance. I’m looking forward to working with Carsten and the team in writing Sportradar’s next chapter, helping sportsbooks navigate and grow within the evolving sports product landscape.”
— Sameer Deen, incoming COO, Sportradar
Q1 2026 Results
Sportradar published its first quarter 2026 financial results on the same date as the appointment announcement. Revenue rose 11% year-on-year to €347m. The company posted a net loss of €6m for the period, which it attributed to foreign exchange headwinds offsetting improved operating results. Sportradar also announced a $250m enhanced open market share repurchase programme alongside the quarterly figures.
The combination of a COO appointment and a buyback programme on the same day points to a company presenting a growth narrative to investors while adding operational weight to support it.
Departure from Entain
Deen’s exit from Entain comes during a period of significant financial pressure for the operator. Entain estimated a £200m annual impact from UK gambling duty increases introduced in late 2025, which pushed operators to reassess commercial structures across their UK-facing businesses. His move to a B2B supplier role follows a broader industry pattern of experienced operator executives crossing into the technology and data sector as demand for commercially literate leadership grows among sports data providers.
Sportradar holds official data partnerships with organisations including the NBA, NHL, MLB, ATP, UEFA, and FIFA, covering close to one million events annually. The COO brief — spanning commercial and group operations — positions Deen as the executive closest to the commercial relationships underpinning those partnerships.
Source: Sportradar
