London-based IMG Arena, the sports betting service and content hub launched by the IMG agency in 2018, has expanded its partnership with the National Hockey League (NHL).
The deal gives IMG Arena the rights to provide US sports betting operators with live streams of select out-of-market NHL games to be used on their digital betting platforms in legalised gambling markets.
The agreement adds to IMG Arena’s existing deal to distribute live streams of games from North America’s premier ice hockey league to sports betting companies in certain European countries.
“We are excited about the expansion of our international relationship with IMG Arena into the US,” said Steve McArdle, the NHL’s executive vice president of digital media and strategic planning. “The NHL has taken a progressive approach to sports betting, and this live game streaming opportunity with IMG Arena provides another innovative touchpoint for fan engagement.”
As well as the NHL, IMG Arena also provides a range of sports betting services for the likes of golf’s PGA Tour, the Ultimate Fighting Championship (UFC) and the ATP.
Freddie Longe, executive vice president and managing director of IMG Arena, hailed the company’s expanded arrangement with the NHL as “a major development in the US betting rights landscape”.
He added: “The NHL is a highly-valued asset in our portfolio, and we are proud to expand this successful partnership to offer one of the largest US sports to our growing customer base of sportsbooks.”