Andy Cunningham
As digital engagement surges and betting markets grow more complex, safeguarding the integrity of sports competitions has become one of the most urgent challenges for leagues across the Asia-Pacific region.
Among the companies placing safeguards to uphold sports integrity, Sportsradar’s Universal Fraud Detection System AI (UFDS AI) monitors more than 850,000 matches a year—transforming the battle against match-fixing with machine learning, betting intelligence, and expert human oversight.
In an interview, Andy Cunningham, Senior Vice President for Global Partnerships and Integrity Services, explains how the technology works and why APAC leagues must intensify their vigilance. “UFDS AI consumes hundreds of datapoints from multiple datasets for each match and can process thousands of betting transactions every second,” Cunningham says.
“Its machine-learning models detect shifts in market behaviour across hundreds of matches simultaneously, allowing the system to compare patterns in real time as it learns from live data,” he added.
The system doesn’t only scan numbers. It visualizes them. Suspicious incidents are flagged through a timeline that shows when irregular activity spiked, what triggered it, and how it compares with historical manipulation cases. Matches are then assigned a ‘suspiciousness score.’ “A score of 99,” Cunningham notes, “indicates the match looks more suspicious than 99 percent of previously reviewed events.”
For emerging leagues—especially in Southeast Asia, where betting markets are vibrant and vulnerable—the technology is becoming indispensable. Cunningham stresses that local sports bodies must take an active role. “It is imperative that governing bodies and federations have sufficient measures in place to uphold the integrity of their competitions,” he says. “UFDS AI helps our partners detect suspicious betting patterns, provides investigative support, and strengthens preventative education. All of this helps federations and leagues foster a zero-tolerance attitude toward match-fixing.”
Sportradar is already supporting more than 250 sporting partners globally, from the top tiers of football to smaller, developing leagues looking to build integrity frameworks from scratch. That includes helping draft rules, establish internal processes, and educate athletes and match officials.
“We have helped developing and new sports leagues set up integrity-related rules, policies, and processes to build an integrity unit and function from scratch,” Cunningham explains.
But even with advanced AI, human oversight remains non-negotiable. Cunningham highlights that UFDS AI integrates expert review at every level. “Despite technological advancements, UFDS AI maintains the critical human-in-the-loop approach,” he says. “Our highly trained integrity analysts quickly pinpoint irregularities in timing and market behaviour.
This combination of AI-powered pattern recognition and human expertise creates a monitoring system in which suspicious betting trends are rapidly identified, flagged, and subjected to expert contextual analysis.”
Southeast Asia, home to passionate fan bases and highly bet-on football leagues, remains a hotspot for manipulation attempts. According to Cunningham, regional match-fixers typically target classic betting markets such as Match Winner, Asian Handicap, or goal totals—often scripting predetermined losing margins or specific scoring outcomes.
“However,” he cautions, “the threat of spot-fixing still exists.” Spot-fixing, unlike full match manipulation, involves tampering with specific elements—like intentionally forcing a yellow card—making it harder to detect without deep betting-market visibility.
The integrity threat is evolving rapidly in esports as well. With online competitions, remote play, and a multiplying number of bettable markets—such as first kill or round-specific outcomes—manipulation opportunities have increased. “Esports is one of the fastest moving sports,” Cunningham says. “Techniques such as ‘ringing’ can occur, where a player uses a different account to gain unfair advantage. UFDS AI, supported by our esports experts, analyses betting preferences and relevant game data to detect irregularities.”
Prevention remains critical, and education is part of Sportradar’s long-term strategy. Coaches, referees, and athletes worldwide have benefited from its integrity programs. “These initiatives help combat attempts to illegitimately influence competition outcomes by educating key stakeholders about risks, how to recognise them, and how to report corrupt approaches,” Cunningham says. Sportradar has reached more than 160,000 participants across 111 countries in 35 sports.
As Southeast Asia’s sports economy expands—from football to esports and emerging leagues—the region’s integrity challenges will only grow more complex. Cunningham says Sportradar is prepared for long-term partnership. “We will continue to remain vigilant in the fight against match-fixing in Southeast Asia and aim to grow the number of partners, competitions, and leagues we help protect in the region.”
For leagues seeking global credibility, the message is clear: artificial intelligence is reshaping sports integrity, but decisive leadership and human vigilance remain the winning formula.