The National Basketball League of Canada Reaches Multi-Year Deal with IMG ARENA for Sports Betting

The National Basketball League of Canada, known colloquially as NBL Canada, has reached a new deal in the sports betting world. NBL Canada now has a new official sports betting data supplier in IMG ARENA. This deal will be exclusive and for the rights to audio-visual sports betting and data, and is multi-year.

Starting with the next season, which will span 2022 to 2023, the deal will begin. It will also include distribution to the worldwide network of sportsbook brands under IMG ARENA.

IMG ARENA is currently headquartered in London. The company is a sports technology and content hub that services sports, sports media, and sports betting eco-systems. It offers live streaming for fans as well as data feeds.

This includes these services for over forty five thousand sporting events each year. IMG ARENA already has partnerships with the UFC, PGA Tour, MLS, FA, EuroLeague, DP World TOUR, and ATP. So, the deal with NBL Canada puts the league in some good company.

Using IMG ARENA’s technology will allow sports betting fans to receive a number of amenities. This includes access to real-time sports betting data. The hope for NBL Canada is to be able to expand their reach and access to fans. NBL Canada also hopes to be able to offer new content to sportsbook operators.

The Vice President of Operations for NBL Canada, Audley Stephenson, indicated the league’s excitement over the deal. Stephenson stated that this is a big move for the league as they move deeper into the world of sports betting. And, Stephenson also mentioned that the respect and experience that IMG ARENA brings should be beneficial to NBL Canada.

The Rights Director at IMG ARENA, Mark Wrigley, discussed the deal as well, indicating that NBL Canada is a well-respected organization and a great brand. He indicated the company’s hope and excitement about the partnership and their ability to help NBL Canada grow their audience and what they are able to offer fans.

With the expansion into single-event sports betting across Canada over the past year, these kinds of sports betting deals are necessary to help leagues reach fans. And, the province of Ontario has expanded to allow commercial sports betting operators to launch, with more provinces likely to follow this example. So, we are likely to see many sports leagues making deals with sports betting companies as Canada sports betting becomes even more lucrative.

Written by Allie Nelson, our US Sports Betting Industry Expert.