IMG Arena aims to future-proof sports betting with ‘The Alliance’

IMG Arena has launched a new partnership programme designed to help uphold integrity in the sports betting market.

The Alliance will require members to commit to only using official league data and streaming services for events on covered by IMG Arena.

Partners that sign up to the programme will also need to pass strict know-your-customer approvals, abide by terms and conditions imposed by sporting rights holders, as well as agree to provide integrity information to governing bodies and integrity units.

Members will be subject to a three-tiered accreditation system, based on how many data feeds from IMG Arena they opt to sign up for.

Committing to at least one service will secure a member one star, but signing up for all the feeds offered by IMG will grant a partner two stars. In order to gain the top-tier three-star rating, members must use all data services and the IMG Arena suite of virtual sports and casino games.

“Ensuring integrity is of paramount importance for the safe and successful future of sport and sports betting,” Max Wright (pictured), SVP and head of commercial at IMG Arena, said.

“IMG Arena and our partners are fully committed to setting and upholding the highest possible standards for the benefit of all stakeholders, whether that’s sports bettors, spectators, participants, teams, federations or rights holders.”  

Established in October 2018, IMG Arena operates as the betting and data division of sports media giant IMG. It distributes sports content such as fastpath data, live streaming and virtual sports, both directly to operators and indirectly through distribution partners.

Current members include Kambi, SB Tech, BetGenius, Sporting Solutions, JA and Paddy Power Betfair.