London-headquartered IMG Arena has expanded its data and video agreement with the top-tier Croatian First Football League, which covers all domestic league and cup competitions.

Through the sports content hub’s multi-year agreement with Endorphin Magine Ltd, IMG Arena will package data and live footage for betting and gaming operators to offer to their customers.

Endorphin Magine signed a 10-year broadcast and production deal with the Croatian Football Association (HNS) in 2020, commencing from the 2022/23 season.

Mark Wrigley, Rights Director at IMG Arena, noted: “Croatian football is an excellent product within our portfolio and one we know will be popular. We’re pleased to have boosted our offering with this extended partnership as we continue to build out a rounded product range that includes top football content from around the world.”

Croatian football continues to grow in popularity and has held a top-20 ranking in UEFA’s club coefficients since 2013/14, with the renowned Dinamo Zagreb its most successful team.

IMG Arena’s other high-profile football properties include the English FA Cup, the Italian Serie A, Coupe de France, and Major League Soccer (MLS) in the US.

“With a first-class product that has been incorporated by sports betting brands globally, we have seen the value that IMG Arena has delivered for Croatian football,” added David Johnson, CEO at Endorphin Magine. “We look forward to increasing that with this deal which significantly extends the partnership in scope and duration.”

Outside of football, IMG Arena acquired sports betting distribution rights to its first golf major, the PGA Championship, through the championship’s organiser and rights-holder, the PGA of America, earlier this week.

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