IMG Arena, the sports betting arm of the international sports agency, has stepped up its activity in Croatian soccer by taking on data and video rights to the top competitions in the country.

It was announced today that IMG Arena had built on its involvement in the domestic sport in signing a multi-year agreement with Endorphin Magine, the company that has a long-term deal with the HNS, the Croatian football association, including the packaging of data and live footage for betting operators to offer to their customers.

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Last year, Endorphin, a new UK entity of Swedish over-the-top company Magine Pro, landed a 10-year global contract with the HNS covering broadcasting and production rights to competitions including the men’s Croatian First Football League, and reported to be worth €100 million ($122 million).

The deal comes into effect for the 2022-23 season, with IMG Arena to be a significant partner in the promotion of the league.

The operation already has relationships with various prominent soccer competitions including England’s FA Cup, Italy’s Serie A, the Coupe de France and North America’s Major League Soccer.

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The Endorphin deal with the HNS covers the top men's and women's leagues and cup competitions, lower-tier men's and junior leagues, men's and women's national team games sold by the federation, and the national futsal competitions.

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Mark Wrigley, rights director at IMG Arena, said on Friday: “Croatian football is an excellent product within our portfolio and one we know will be popular. We’re pleased to have boosted our offering with this extended partnership as we continue to build out a rounded product range that includes top football content from around the world.”

David Johnson, chief executive of Endorphin Magine, added: “With a first-class product that has been incorporated by sports betting brands globally, we have seen the value that IMG Arena has delivered for Croatian football. We look forward to increasing that with this deal which significantly extends the partnership in scope and duration.”

Outside soccer, IMG Arena clients includes tennis’ ATP, mixed martial arts’ UFC and golf’s European Tour and PGA Tour.