IMG Arena, which sits within the IMG Media division, will provide more than 250 bookmakers worldwide with 24/7 live streaming 🎉 and on-demand virtual sports products, which have become part of the company’s portfolio since investing in Leap Gaming in June. 🎉 The system is also built with the capability to efficiently deliver accurate information from source to end user in less 🎉 than a second.

The move hints that London-based IMG is about to ramp up its efforts in the sports betting space 🎉 in response to the recent decision in the US to relax laws which previously prohibited placing wagers on live sporting 🎉 events.

The new venture is being led by senior vice president and managing director Freddie Longe, who is being supported by 🎉 a team that includes industry veterans Max Wright and Brad van Wely.

“Backed by the considerable global scale, network and resource 🎉 of IMG, IMG Arena will build on our existing advantages and well-developed offering to positively disrupt the market, with a 🎉 strong fan-first innovation pipeline that drives incremental value to our clients and customers,” said Longe.

“The move to IMG Arena underlines 🎉 the business’s aggressive growth plans and a desire to expand our footprint in a range of worldwide markets, including the 🎉 US as the region continues to regulate.”