PointsBet, the Australia-based international online bookmaker, has today (July 12) announced that it has entered into a two-year partnership with IMG Arena, the betting arm of the international sports and entertainment giant. 

Though the deal, which covers the US, PointsBet has said will offer its customers “on-demand streaming access to more than 40,000 premium games and matches" from the IMG portfolio.

The premium content will include action from the worlds of soccer, tennis, volleyball, basketball, snooker, and table tennis. 

PointsBet users in any of its live US markets will receive access to these live streams.

Johnny Aitken, chief executive at PointsBet USA, said: “PointsBet is recognized as the home of in-play betting, and this partnership with IMG Arena solidifies our position as a leader in this space. We’re thrilled to tap into innovative concepts like this to improve the live betting experience for our users, all while bringing forth new ways to increase fan engagement throughout the year.”
Brian Clayton, IMG Arena’s senior director of sales, added: "We are excited to partner with PointsBet, one of North America’s leading and most innovative sports betting operators. The deal allows players to improve their betting experience safely and significantly by increasing access to engaging, official content and watching more of the sports that they are betting on live.”

Last week, IMG Arena was announced as the long-term official data distribution partner of North America’s Major League Soccer (MLS) top-tier competition.

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Through that deal, IMG will “utilize the latest technology to create a new standard for soccer data and drive the next generation of fan engagement in MLS.”

In late June, meanwhile, SIG Sports, the consulting and sponsorship agency, became the largest investor in PointsBet, taking a 12.8% stake.

Through a deal worth a total of AUD94.16 million (then $65.68 million), PointsBet has issued 38,750,000 shares to SIG Sports at a price of AUD2.43 each.

Despite taking the largest stake in the PointsBet, SIG Sports is not taking a place on the company’s board, with no changes to be made.