LSports strengthens US presence with $6m AFFL deal

(Todd Kirkland/AP Images for American Flag Football) League)

LSports has been named the Official Data Partner of the American Flag Football League (AFFL) in an exclusive data distribution partnership valued at $6 million.

As part of the five-year alliance, which was brokered by SCCG Management, LSports will gain the exclusive rights to the distribution of the league’s official data. This data will then be used to generate live statistics and odds for all games from the start of the 2022 season.

“We’ve long since recognized the American market growth and we expect it to greatly evolve in the next few years. The agreement with AFFL definitely secures LSports a place there,” said Dotan Lazar, CEO of LSports.  

“This deal positions LSports next to a select few who own exclusive rights to official sports, highlighting our unique offerings. AFFL odds will be a great addition to our already vast offerings.”

This is the latest AFFL partnership to be announced, with the league having entered into agreements with CBS Sports to broadcast games throughout the summer. 

“Partnering with LSports is an important step in broadening the AFFL’s awareness and bolstering our relevance in the mainstream,” said Jeffrey Lewis, CEO of the AFFL. 

“As sports betting continues to grow here in the U.S. this will connect the AFFL to more fans, bringing them closer to our game and the rising popularity of flag football.”

The Men’s AFFL tournament is scheduled for July 23-25 in Indianapolis and will move to Houston, Texas for the remaining rounds, starting August 14. The inaugural Women’s AFFL tournament will debut on August 21-22 and 28-29 in Houston, Texas.

Stephen Crystal, Founder of SCCG Management, added: “Bringing organizations such as the AFFL into partnership with LSports, is an essential part of our overall effort to open the US gaming market for LSports products and services. 

“We seek and establish value additive relationships in our US business development role for LSports that help us share the compelling LSports growth story. The US sports wagering industry is growing into these new US markets, and companies like LSports will continue to be part of that expansion.”