IMG Arena has strengthened its commitment to mixed martial arts after securing a new partnership with UFC, which will see the duo team up to launch the UFC Event Centre.
The new feature will give fans the chance to access live in-round betting during each fight of every UFC event, as well as live statistics, fighter information and rankings.
“The UFC Event Centre and its official data feed will be a game changer for how UFC fans engage with our events through sportsbooks and gaming operators,” said UFC President Dana White.
“We have the most passionate, die-hard fans of any sport, and they’re going to love the option to place bets live during a fight. Betting operators are also going to love this product because, unlike other sports, UFC has no off season. The action will be non-stop for fans and sportsbook operators.”
A number of additional features and markets for UFC events will also be made available, including over 50 positional and striking statistics, fighter rankings, weight class and division information, 3D visualizations of live UFC Action and live event information.
The official data feed from both the UFC Event Centre and UFC is also due to be made accessible via licensed partnerships with sportsbooks and gaming operators, including IMG Arena’s existing portfolio of more than 300 operators.
Freddie Longe, Executive Vice President and Managing Director of IMG ARENA added: “The UFC brand is extremely powerful and already resonates strongly with the key demographics of global sports betting consumers.
“Through this partnership with UFC, we have been able to develop official products that will help unlock significant value for both UFC and our global sports betting partners.”