OpenBet Aims to Merge with IMG ARENA

Endeavor, a global sports and entertainment company, has announced its plan to merge its global sports betting and data businesses, OpenBet and IMG ARENA. The merger will see IMG ARENA integrated under the OpenBet banner, while continuing to offer its sports data, integrity, and fan engagement products.

The resulting entity aims to leverage the expertise of both brands, combining OpenBet’s industry-leading betting technology, content, and services with IMG ARENA’s data rights and capabilities. This move will establish the new OpenBet as an end-to-end sports data, tech, and content ecosystem for operators and rightsholders.

Leading the new OpenBet will be Jordan Levin, the current CEO of OpenBet, who will report directly to Endeavor’s president and chief operating officer, Mark Shapiro. During the transition period, Freddie Longe, president of IMG Arena, will serve as a strategic advisor to OpenBet.

OpenBet brings with it 25 years of experience in sports betting innovation, offering a modular range of tech, content, and services. On the other hand, IMG Arena supplies sports data and tech to the betting, media, and performance sectors, providing live streaming and data feeds for over 65,000 events.

This merger follows a series of business deals for both companies, with Mark Shapiro stating that the integration with IMG ARENA had always been Endeavor’s goal since acquiring OpenBet in 2022. He emphasized the value the merger will unlock for the sports rights and IP of their owned and operated properties, as well as for their partners.

Jordan Levin emphasized the new entity’s unique position as a leading sports data, technology, and content ecosystem for gambling companies, rightsholders, and media, focusing on customer-centered product and tech innovation.

In the past year, OpenBet powered Sazka, the company behind Allwyn, with its Neccton technology. The merger of OpenBet and IMG ARENA represents Endeavor’s commitment to providing innovative and comprehensive solutions to the sports betting industry.