IMG Arena confirms that it has secured a long-term partnership to distribute content from the Scottish Professional Football League (SPFL) to the global betting market by closing 2019 trading.
Agreeing terms on a five-year deal, IMG Arena will serve as the sole provider for live stream broadcasts for SPFL and will retain production set-ups for some SPFL games.
The sale will include Ladbrokes Premiership games including Celtic and Rangers ‘ legendary’ Old Firm ‘ derby, which draws millions of international television viewers. In addition, IMG Arena will maintain the SPFL Championship, League One and League Two divisions as well as the Betfred Cup and Caramel Wafer Cup Tunnock for global betting incumbents.
Neil Doncaster, SPFL Chief Executive, said: “Deepening our mutually successful partnership with IMG ARENA creates a range of increased commercial benefits, allowing us to reinvest significant revenues across the SPFL. It will also help to increase the international visibility and popularity of our competitions through innovative, best-in-class production.”
Optimizing SPFL broadcasts, IMG Arena will use Pixellot studios’ AI-automated sports production software which offers a ‘network of cameras tracking play’ to produce match footage that can be distributed across all platforms including mobile devices.
The footage created by the provisions of Pixellot will be made available to an international audience limited to countries outside the UK and Ireland.
For IMG Arena, the betting technology unit of international sports marketing and rights distribution IMG, the SPFL collaboration represents a positive year-1 in operations.
Freddie Longe, Managing Director at IMG Arena, added: “We are proud to renew our longstanding partnership with the SPFL. The extension of our relationship will see our remit grow further over a lengthy period and secures a key product in our portfolio. Signing this deal is a strong endorsement of our streaming product.
“The Ladbrokes Premiership is an exciting competition that attracts sports fans from across the world. Our full SPFL offering means that we will be able to present an unprecedented level of Scottish football action to our international audience.
“Adding our innovative AI-automated solutions to IMG ARENA’s world-leading production expertise creates a new template for sport streaming. This new venture will lead to audience growth for the SPFL’s competitions and will help take its content offering to the next level.”