IMG Arena, the betting division of the IMG agency, has agreed a partnership with US gaming operator Rush Street Interactive that sees the latter’s SugarHouse online sportsbook become the first in the US to use IMG Arena’s live streaming service.
IMG Arena has betting streaming rights to a host of tennis properties, to which SugarHouse customers in New Jersey and Pennsylvania will have access. Events include the French Open, along with ATP World Tour events such as the Miami Open, Cincinnati Masters, and Indian Wells Masters.
IMG launched IMG Arena last year developing the agency’s offering in the sports betting industry.
Freddie Longe, managing director at IMG Arena, said: “Bringing our official streaming product to the US is an important step for IMG Arena and the market as a whole. In the more mature European market, we have seen that one of the major complaints by fans is a lack of live streaming availability, and that it is a key factor in setting a tier-one operator apart as markets develop.”