IMG Arena has formed an agreement to become the official data supplier for sports betting for the National Basketball League of Canada (NBL Canada).

As the partnership begins at the start of the next season, with distribution to IMG Arena’s network of sportsbook brands worldwide, the sports content and technology company has secured the exclusive audio-visual sports betting and data rights to the league.

Audley Stephenson, Vice President of Operations, NBL Canada, explained: “This is an important step for NBL Canada as we move into the sports betting realm and it’s an honour to do so with such a respected and experienced partner in this space.”

Furthermore, London-Headquartered IMG Arena’s technology will enable fans to utilise real-time data, whilst it also looks to allow NBL Canada to grow its reach alongside offering sportsbook operators new content.

“NBL Canada is an established organisation with an exciting brand,” added Mark Wrigley, Rights Director at IMG Arena.

“We are delighted they have chosen IMG Arena to work with them on their entry into sports betting and look forward to building a strong relationship to help grow their offering and audience by engaging fans around the world.”

The deal is a continuation of IMG Arena’s links with the sport, after recently announcing an extension of its long-standing partnership with Euroleague Basketball.

Marking a decade of collaboration between both parties, the deal also grew to capture live game data in stadiums from over 500 matches per season from the Turkish Airlines EuroLeague and 7DAYS EuroCup. 

The firm has also expanded in football this year in being appointed as the official fast betting data partner for 19 European football leagues and 44 competitions.

Including top and lower tiers of domestic leagues, domestic cups, super cups and women’s football competitions, the collaboration saw the firm access live game data in stadia from around 8500 matches a season and distribute this to sportsbook operators globally.

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