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Streamlining Success: The Integration of OpenBet and IMG ARENA Businesses



In a strategic move, Endeavor (NYSE: EDR), the global sports and entertainment giant, has declared the amalgamation of its international sports betting and data enterprises, OpenBet and IMG ARENA, consolidating them under the unified brand of OpenBet.


This integrated venture aims to harness the distinctive strengths and operational proficiency of both global entities. By merging OpenBet's cutting-edge betting technology, content, and services with IMG ARENA's data rights and capabilities, the collaboration aims to establish a comprehensive sports data, technology, and content ecosystem for betting operators and rights holders.


Under the new structure, IMG ARENA will function as a brand operating within the OpenBet banner. It will continue to provide its suite of sports data, integrity, and fan engagement products to rights holders, federations, leagues, events, media outlets, and betting operators.


Jordan Levin, CEO of OpenBet, will spearhead the combined business, reporting to Mark Shapiro, President & COO of Endeavor. Former President of IMG ARENA, Freddie Longe, will remain on board as a Strategic Advisor to the OpenBet organization during the transitional phase.


Shapiro expressed, “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."


Levin added, “We are uniquely positioned as a leading, end-to-end, sports data, technology, and content ecosystem for betting operators, rightsholders, and media."


This strategic move is expected to unlock significant value for the sports rights and intellectual property of Endeavor's owned and operated properties, benefiting partners and customers alike.

The article also highlights recent achievements of both companies, including OpenBet's agreements with Finland’s Veikkaus and Greece’s OPAP, as well as its expansion of responsible gaming capabilities with the acquisition of Neccton.


IMG ARENA's exclusive global data and streaming rights deals with Cricket West Indies and Australian Professional Leagues football, and its role as the official data rights collector for Conference USA’s football, men’s, and women’s basketball leagues are also mentioned.


The integration signals a pivotal moment in the global sports betting industry, with Endeavor positioning itself as a major player in the evolving landscape of sports data, technology, and content.

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