The National Hockey League (NHL) will provide U.S. sports betting operators live streams of select out-of-market games, as per an agreement with IMG ARENA.

NHL and IMG have been in partnership for several years in the European market. However, this firm’s first foray into NHL’s U.S market and will be introduced in legalised American states.

Steve McArdle, NHL’s executive vice president of digital media and strategic planning, stated: “We are excited about the expansion of our international relationship with IMG ARENA into the U.S.

“The NHL has taken a progressive approach to sports betting, and this live game streaming opportunity with IMG ARENA provides another innovative touchpoint for fan engagement.”

IMG’s continued growth into the american market is matched by its portfolio of clients including UFC, the European and PGA Golf Tours, the FA Cup and Serie A, among others.

IMG currently works with more than 460 sportsbook operators worldwide, providing always-on services including 24/7 live streaming and on-demand virtual sports products. In 2019, more than 175 million hours of IMG content was watched by 56 million unique viewers around the globe. Like many platforms, its aim in this present climate is to pave a solid foundation in a popular American market.

Meanwhile NHL has also opened up its doors to a variety of sports betting outlets including William Hill and FanDuel.

Freddie Longe, EVP and managing director of IMG ARENA concluded: “The NHL is a highly-valued asset in our portfolio, and we are proud to expand this successful partnership to offer one of the largest U.S. sports to our growing customer base of sportsbooks. This marks a major development in the U.S. betting rights landscape, and we look forward to driving further engagement for NHL fans.”

In 2019, IMG Arena also confirmed that it has secured a long-term partnership to distribute Scottish Professional Football League (SPFL) content to the global betting market.