It’s already been a big year for FanDuel, but the daily fantasy and sports betting brand is about to make some more history in the U.S.

Teaming with Sportradar AG in an expanded partnership, the FanDuel Group announced it would begin an initiative to stream live sports alongside the odds and betting services offered on its website and mobile app.

This is a big deal for the States as it’s the first time an American sports betting provider has offered live streaming despite the country’s current rising obsession with streaming.

The offerings will be a tad limited from the get-go with only tennis and German Bundesliga soccer available so far.

If FanDuel keeps up the wheeling and dealing pace they’ve been on this year, however, we can expect that to expand substantially very quickly.

Connell Has Big Plans for Streaming Service

For FanDuel general manager Niall Connell, the goal is simple: “We’re trying to build the most engaging and entertaining sports betting experience in the U.S.”

According to a Bloomberg piece, Connell asserts that sports betting interest tends to “double or even triple when odds are offered alongside live rights.”

“If you’re betting on something, you tend to want to watch the outcome of it. It’d be a bit like betting on a horse race but not being able to see the actual race at all. Plus, a lot of this tennis content is matches that aren’t on terrestrial TV.”

Sportradar Continues U.S. Expansion

At the other end of the agreement, this is simply a continued expansion into the ever-growing Eastern U.S. market for Sportradar.

The St. Gallen, Switzerland-based global sports data providing giant has especially focused recently on developing video and audio content.

Just last week Sportradar announced a partnership with media outlet SportsGrid to produce the first ever live, free 24-hour sports betting channel.

“We have been longstanding partners of both FanDuel and parent company Paddy Power Betfair across a wide range of betting and fantasy services. We’re proud to be an ongoing part of their US expansion plans," Sportsradar's Vice President of U.S. Sales and Gaming Neale Deeley said.

Sportradar's minority investors include the NFL, and NBA team owners Mark Cuban, Michael Jordan and Ted Leonsis, so that could also play a factor in content eventually offered by the live streaming service.