Endeavor to integrate OpenBet and IMG ARENA businesses under OpenBet brand

2 February 2024

(PRESS RELEASE) -- Global sports and entertainment company Endeavor has announced the integration of its global sports betting and data businesses, OpenBet and IMG ARENA, under the OpenBet banner.

The integrated entity will leverage the individual strengths and operational expertise of both global businesses, marrying OpenBet’s industry-leading betting technology, content and services and IMG ARENA’s data rights and capabilities to create an end-to-end sports data, technology and content ecosystem for betting operators and rightsholders.

IMG ARENA will now operate as a brand under the OpenBet banner, continuing to offer its suite of sports data, integrity and fan engagement products to rightsholders, federations, leagues, events, media outlets and betting operators.

The combined business will be led by Jordan Levin, CEO, OpenBet, reporting to Endeavor President & COO Mark Shapiro. Former IMG ARENA President Freddie Longe will remain with the company as a Strategic Advisor to the OpenBet organization, during the transition period.

Shapiro said: “When we acquired OpenBet in 2022, we envisioned a holistic integration with IMG ARENA that would create a leader in the global betting, sports data and technology industry. Today is the culmination of that ambition. Leveraging Endeavor’s complementary sports and entertainment capabilities, we will unlock meaningful value for the sports rights and IP of our owned and operated properties, and most importantly, for our partners. As we make this transition, I would like to recognize Freddie Longe’s vision and leadership of the IMG ARENA business. We are pleased that he will remain with the company in an advisory role.”

Levin added: “We are uniquely positioned as a leading, end-to-end, sports data, technology and content ecosystem for betting operators, rightsholders and media. Putting our customers and their players at the heart of our product and tech innovation remains the key to our ongoing success. As an integrated business, we are focused on providing a unique solution to leagues, federations, and sportsbooks worldwide.”

OpenBet is a world leader in sports betting entertainment. With over 25 years’ experience and a track record of innovation, OpenBet’s modular range of technology, content and services is entrusted by the globe’s biggest sports betting brands, lotteries, casinos and tribal operators. It is a leading business-to-business sports betting partner and solutions provider globally.

IMG ARENA is a leading sports data and technology supplier for the betting, media, and performance sectors. It delivers live streaming and data feeds for more than 65,000 sports events annually, as well as for on-demand virtual sports products and front-end solutions including the UFC Event Centre. Partners include UFC, MLS, PGA Tour, DP World Tour, USTA, EuroLeague, and the NWSL.

This announcement follows a series of new business wins and strategic partnerships for both companies. OpenBet recently announced landmark agreements with Finland’s government-owned betting operator, Veikkaus, to amplify its digital and retail sportsbook capabilities, and leading Greek gaming operator OPAP, for the rollout of OpenBet’s technology and products online, and across 4,000 retail locations. OpenBet recently expanded its responsible gaming capabilities with the acquisition of regulatory compliance technology provider Neccton. IMG ARENA recently announced exclusive global data and streaming rights deals with Cricket West Indies and Australian Professional Leagues football, and became the official data rights collector for Conference USA’s (CUSA) football, men’s and women’s basketball leagues.

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