July 8 – With the deregulation of the online betting business state-to-state across the US, Major League Soccer (MLS) has appointed the bookmaker sales of IMG – IMG Arena – as its official data distribution in a deal that could net the US league $270 million, according to reports.
IMG Arena will deliver official data, content graphics, next-generation fan analytics, and marketing tools to MLS’ betting and media partners. There will be the launch of three new MLS live data feeds, to support a series of brand new digital, media and betting products.
The graphics and insights will also be used across MLSsoccer.com, the MLS App and all MLS club sites.
Chris Schlosser, Major League Soccer’s SVP of Emerging Ventures said: “The extensive collaboration between MLS and IMG ARENA will utilize the latest in digital marketing technology to drive fan growth for MLS and MLS Next Pro ahead of World Cup 2026 in North America. IMG ARENA is a proven global leader in an ever-evolving sports betting landscape.”
While major European leagues are facing domestic regulation of their online betting partnerships, US clubs and leagues have been going the other way in terms of opening bookmaker revenue streams, though they have had a lot of catch-up to play.
Freddie Longe, President of IMG ARENA said: “We are incredibly proud and excited to have secured this agreement with MLS for an all-encompassing partnership that allows both parties to plan and work on a long-term strategy that will take us to the 2026 World Cup and beyond.
“It is a partnership truly fit for the data age of sport and shows off the full capabilities of the IMG ARENA product and service offering. Together, we will empower the future MLS universe.”
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