Global sports and entertainment agency Endeavor has announced that it will merge its sports betting business OpenBet and its sports data business IMG Arena, into one division.

The new division, which will operate under the Openbet banner, will continue to offer both services’ suites of sports data and integrity services, betting technology, and consumer engagement insight.

OpenBet was acquired by Endeavor in October 2022, and at the time was already slated to be merged with IMG Arena to streamline the firm’s offering.

Following the merger, OpenBet will be headed up by current OpenBet chief executive Jordan Levin, who will report directly to Endeavor Group chief operating officer and president Mark Shapiro.

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.”

Freddie Longe, former president of IMG Arena, will serve as a strategic advisor for Openbet throughout the transition of the two companies into one and will remain with the company in an advisory role. 

Jordan Levin, who has served as OpenBet chief executive since 2021, said of the move: “We (OpenBet) 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 has been expanding globally as of late, most recently entering the Brazilian market.

In September, the OpenBet struck a partnership deal with domestic operator Play7.Bet, to furnish it with its extensive suite of technology and content services, as well as its Player Account Management (PAM) technology.