IMG Arena has penned a deal to capture the exclusive global rights for the data and streaming of the National Women’s Soccer League to distribute to its sportsbook partners.
Putting pen to paper on a multi-year agreement, IMG Arena will collect and distribute data from 161 NWSL and UK NWSL Cup fixtures each season as well as offer live streaming capabilities to its partners.
The UK-based firm is partnered with over 460 operators worldwide, which will now all benefit from increased coverage of the NWSL, the premier female competition for soccer in the US.
“As the NWSL continues to grow on and off the field, delivering new opportunities to further engage with our teams and players is critical to unlocking our potential as an entertainment business,” said NWSL Chief Revenue Officer Mitch Poll.
“This new partnership is a key step in increasing the value add of our league and we are excited to work alongside IMG Arena as we continue enhancing the fan experience for NWSL fans and sports enthusiasts alike.”
Meanwhile, the deal aims to protect the competition’s reputation as IMG Arena has also become the official integrity partner of the league. This role ensures that the company will monitor fixtures and markets to flag any irregularities that could spark suspicious betting activities.
NWSL’s 11th season began at the end of last month, with the Portland Thorns aiming to retain the title won last season, a season that generated over one million spectators for the first time in the competition’s history.
This deal, both parties claimed, seeks to capitalize on this increasing interest and growth in women’s soccer, which will be amplified later this year as the FIFA Women’s World Cup takes place in Australia and New Zealand this summer, with the USWNT coming into the tournament as favorites, having won four of the eight tournaments.
Andrew Turner, Commercial Partnerships Manager – Americas, IMG Arena, added: “We are delighted to be partnering with the world’s premier women’s soccer league to help grow the NWSL’s global reach and engage fans with a front-row seat to every moment of the action.
“With last season’s record-breaking attendance, new Utah and Bay Area franchises set to join in 2024, and a new-format Challenge Cup, the NWSL is one of the most exciting properties in global sports and a fantastic addition to our expanding US soccer portfolio.”
