MLS signs betting data agreement with IMG Arena –

Major League Soccer (MLS) has signed an exclusive, long-term global partnership with IMG Arena to create next-generation fan experiences in sports betting. IMG Arena will produce data feeds and use proprietary software that will serve both the back-end and front-end of sports betting. The deal is worth more than $270 million, according to people familiar with the deal who were granted anonymity because the matter is private.

IMG Arena will provide authoritative data, innovative content solutions, next-gen fan analytics and marketing tools to MLS betting and media partners. The agreement will launch three new MLS live streams designed to enhance the fan experience through a series of all-new digital media and betting products.

“We are thrilled to be IMG Arena’s launch partner for all of this in the global sport of soccer,” Christopher Schlosser, senior vice president of MLS’s Emerging Ventures, said in a telephone interview. “We believe this builds well on the recently announced global media partnership with Apple, where all of our matches are available in one location globally from 2023.”

The league recently signed an exclusive streaming deal with Apple for $250 million, allowing fans to watch games without interruption. In March, MLS became the first American league partner of French fantasy and collectibles company Sorare.

“The IMG Arena partnership helps build on that and make real-world games more engaging by providing advanced data visualizations, helping fans understand what’s happening on the playing field, offering wagers and creating a whole new suite of digital experiences,” said Schlosser. “This new partnership will use the latest digital marketing technology to drive fan growth for MLS and MLS Next Pro ahead of the 2026 World Cup in North America.”

The London-based company offers live broadcasts and data feeds for more than 45,000 sporting events a year, as well as on-demand virtual sports products and front-end solutions, including the UFC Event Centre. IMG ARENA clients include ATP, UFC, European Tour, PGA Tour, EuroLeague, MLS and FA

“Major League Soccer is the fastest growing football league in the world, having more than doubled in size to 29 clubs in the last 15 years,” said Freddie Longe, president of IMG Arena. “And the American consumer is arguably the most sophisticated, and in the world of sports betting, the legalization of sports betting in the United States has presented this incredibly sophisticated audience with a blank canvas.”

Additionally, MLS and IMG Arena will launch a suite of new digital products allowing the league, its teams and partners to use data, graphics and information to improve the game and further engage digital MLS audiences on MLSsoccer. .com, the MLS app and all MLS club sites.

“We’re creating high-quality, lightning-fast data, and it’s available for coaches and general managers to use in their search for real-time coaches to use on the bench or at halftime,” Schlosser said. . “It really fuels the whole MLS business.”

IMG Arena will also assist MLS as the league’s official data distribution partner, using the latest analytics technology to create a new standard for football data and drive the next generation of fan engagement across MLS and MLS. NEXT Pro.

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