LAOLA1

What is LAOLA1?

LAOLA1 is an Austrian sports website at laola1.at. Its imprint names the media owner as “Sportradar Media Services GmbH, Rothschildplatz 4, 1020 Wien”, registered under FN 279045k, with Rainer Geier and Gerald Stiglitz as managing directors.^[1]

Its “Über LAOLA1” page states: “Seit 2016 ist LAOLA1 Teil der weltweit agierenden Sportradar-Gruppe”. It describes the site as “der größte digitale Sportplatz Österreichs” and the company as a “führender heimischer B2C Sportcontentanbieter”, a domestic sports-content provider to consumers, and it names Facebook, TikTok, Instagram and YouTube as the social networks on which it publishes.^[2] Those are the company's descriptions of itself, and no independent measurement retrieved supports or contradicts them.

No ownership record for Sportradar Media Services GmbH dated closer to 26 September 2026 than the imprint was retrieved, and the imprint gives no percentages.^[1]

What does LAOLA1 cover?

On 26 September 2026 the home page carried items on the Austrian national team, the ADMIRAL Bundesliga, ice hockey, with the Vienna Capitals, and international football, and a live stream of a legends' match in Klagenfurt. Its headlines that evening included a LASK player as match-winner for a national team, a Vienna Capitals player returning from a complex injury and France winning its first match under Zinédine Zidane. Its sections cover football, from the Bundesliga and 2. Liga to the ÖFB team, winter sport, ice hockey and tennis.^[3]

Second-tier football. The Österreichische Fußball-Bundesliga announced on 30 June 2025 that from the 2026–27 season Sportradar holds the overall rights to the ADMIRAL 2. Liga, with the option to sublicense, and that it shows “alle 240 Live-Spiele im LAOLA1-Universum”, all 240 live matches in the LAOLA1 universe, while continuing to produce them. The league states that the partnership thereby enters its ninth season. Sportradar also holds the exclusive betting rights, with streaming and data rights, for both leagues.^[4] The announcement gives no end date for the second-tier contract.

How large is LAOLA1's audience?

Web audiences in Austria are audited by the Österreichische Webanalyse (ÖWA), whose quarterly results the ORF's media research department republishes. No current audited figure for laola1.at was retrieved. The Media-Analyse measures print and cross-media titles, and the ORF's publication of ÖWA data for the first quarter of 2026, as retrieved, gives figures for orf.at and krone.at and none for laola1.at.^[5]

The company's own figure is on its “Über LAOLA1” page, which states that the company's sports desk reaches “täglich über 150.000 UserInnen auf laola1.at und ski1.at” and that it has “über 350.000 FollowerInnen auf Facebook, TikTok, Instagram und Youtube”.^[2] Those are the company's figures, not audited ones.

An audited figure exists for 2011. LAOLA1 Multimedia GmbH stated in a release of 13 July 2011: “Mit 1.109.623 Unique Clients sowie 5.447.078 Besuchen (Visits) und 37.855.968 Seitenabrufen (Page Impressions) - Quelle: ÖWA, April 2011 beweist das LAOLA1 Dachangebot seine führende multimediale Präsenz in der Welt des Sports.”^[6] That is one month's ÖWA reading, fifteen years old, and the characterisation is the company's.

Since when has LAOLA1 existed?

The company dates itself to 2001. Its release of 13 July 2011 states: “Am 13. Juli 2001 ist die heutige LAOLA1 Multimedia GmbH mit einem Team von rund 10 Personen angetreten, um Österreichs größtes Sportportal zu etablieren.”^[6] Its current “Über LAOLA1” page opens: “LAOLA1 ist seit über 22 Jahren der größte digitale Sportplatz Österreichs.”^[2] Both are the company's own accounts, and neither was checked against a company register.

The ownership is dated separately: LAOLA1 states that it joined the Sportradar group in 2016, and the imprint now names Sportradar Media Services GmbH as media owner. The 2011 release was issued under a different company name, LAOLA1 Multimedia GmbH, and no record of the change between the two was retrieved.^[2][1]

Why does LAOLA1 matter in Austria's sport?

From 2026–27 it is the platform on which, by the league's announcement, every live match of the second football division is shown.^[4] The top division's live matches go to Sky Sport Austria in the same cycle, and four a season to the ORF.^[7]

Its owner, Sportradar, also holds the betting, streaming and data rights to both professional divisions, per the league.^[4] A monitoring body has described the market in which it works. The Media Pluralism Monitor's Austria 2026 page states: “Concentration in the audiovisual, radio and newspaper sectors is extremely high: the four largest players hold between 70 and 92% of the respective markets in terms of revenue and audience.”^[8] That is the monitor's characterisation and does not name the site.