World Snooker Tour coverage grows with IMG Arena partnership

IMG Arena has renewed its live streaming rights for the betting industry after agreeing to a new deal with World Snooker Tour (WST).

The sports betting arm of the IMG Agency will be permitted to sell the betting streaming rights to sportsbooks as part of the deal, which encompasses more matches.

A total of 20 WST events took place in 2020, despite the outbreak of COVID-19 putting most sporting competitions on the backburner.

Freddie Longe, IMG Arena’s Executive Vice-President and Managing Director, commented: “With its global footprint and loyal fanbase, snooker is an essential part of the sports and sports betting eco-systems. We are delighted to increase the volume and quality of the content we offer to our sportsbook customers, which this deal makes possible.”

Snooker has partnered with a number of betting operators, with Betfred sponsoring the World Championship earlier in the year, and more recently, 888Sport teamed up with the Champion of Champions competition.

Barry Hearn, WST Chairman, said the partnership is a “perfect match between two businesses with a shared vision for the future for our sport and enthusiasm for creating new opportunities”. 

“We have worked with IMG for many years on various aspects of our sport and we admire their professionalism and intelligence,” he continued. “Snooker continues to develop as an outstanding property and we have long term ambitions for further international expansion.”