IMG Arena was just granted the worldwide betting rights to the Lega Società di Pallacanestro Serie A (LBA), the elite level of Italian basketball. IMG Arena is the sports betting data division of sports media giant IMG.
The agreement, which will run for a period of five years, will give IMG Arena rights to all LBA events, including Supercoppa.
In addition, the IMG Arena will also become the official partner for the LBA’s fastpath data. According to the operator, this will increase its commercial opportunities with sportsbook partners, and also to guarantee the integrity of the property, licensed data and its distribution.
“We are delighted to start our alliance with the LBA; basketball has a broad geographical following that makes it one of the world’s most popular sports,” Freddie Longe, IMG Arena’s executvie vice president and managing director, said.
“We are committed to investing in elite leagues like the LBA as part of our promise to provide the highest quality content for our sportsbook customers,” he added.
Umberto Gandini, LBA president, also commented, saying: “We understand the benefits of a long-term relationship and in IMG Arena we have found a partner to help grow and future-proof our sport.”
The deal comes after IMG Arena signed a six-season extension to its livestreaming partnership with the Brazilian Liga Nacional de Basquete (LNB) in August. The sports betting division will continue to live stream coverage of the Novo Basquete Brasil (NBB), the top-rank basketball competition supervised by the LNB.
IMG Arena is in partnership with over 460 sportsbook operators around the world. Last year it broadcast 175 million hours of sports content to over 56 million viewers around the world.