IMG Arena, the betting arm of the international sports and entertainment giant, has today (September 21) agreed an exclusive worldwide betting data and streaming rights deal with the British Basketball League (BBL).

The multi-year deal includes BBL’s domestic UK betting streaming rights and marks the first time that the data and streaming rights have been packaged together.

It covers the 10-team BBL Championship, its end-of-season BBL playoffs and knockout competitions the BBL Cup and BBL Trophy.

Through the agreement, IMG Arena will “capture and deliver FastPath data from over 214 games per season for its global network of over 460 sportsbook operators.” In addition, it will also distribute live streaming for betting. 

As a strategic partner, IMG’s betting division will “help BBL deliver on its growth strategy”, following the league’s recent £7-million ($8-million) investment from 777 Partners in which the US private investment company acquired a 45% stake.

The deal expands IMG Arena’s basketball portfolio, which already features the EuroLeague, NBL Canada, Italy’s LBA, and Spain’s ACB.

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Mark Wrigley, senior director of rights at IMG Arena, said: “Basketball is a sport that we are incredibly passionate about and committed to helping grow its global reach.

“The BBL and its competitions are an exciting addition to our portfolio, increasing our offering of premier-level basketball from key territories around the world.”

Andy Webb, BBL chief operating officer, added: “BBL has a stated mission to grow basketball and its following in the UK and beyond. Working with IMG Arena helps us to do this by maximizing returns from an important commercial asset while also widening BBL’s audience and fan engagement.” 

Founded in 2011 and headquartered in London, IMG Arena claims to deliver live streaming and data feeds for more than 45,000 sports events annually.

Its clients include men’s tennis’ ATP, mixed martial arts’ UFC, golf’s DP World Tour and PGA Tour, North American soccer’s MLS, and the English Football Association.