Conference USA turns to IMG Arena for sports betting and media data deal

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Days after announcing a partnership with ProhiBet, Conference USA announced it has also signed a new sports data partnership with IMG Arena.

The data deal will cover the entire league’s football and basketball data, including both men’s and women’s basketball. The data and tech deal extends beyond just wagering and also includes media rights and the performance sector.

“This data rights partnership with IMG Arena helps Conference USA remain in control of its statistical data as we see the substantial increase in use of that data,” Conference USA Commissioner Judy MacLeod said. “These efforts pair well with the enhanced visibility CBS Sports and ESPN are providing our programs as we kick-off our new media agreements. As we continue to navigate this pivotal shift in the sports data market, this partnership is an important step for us and we are excited to do so with such an experienced and respected partner in IMG Arena.”

Per the release, the conference believes the partnership is, “aimed at ensuring full control and accuracy of the conference’s statistical data, while also creating a revenue stream that benefits each member institution.”

Conference USA has several new members debuting this football season. Jacksonville State and Liberty went from independent schools to CUSA members, while New Mexico State and Sam Houston moved up from the FCS level. Kennesaw State is set to join the conference in 2024.

“We’re delighted to partner with Conference USA to enhance the fan experience and drive additional value for CUSA’s assets through the creation of official data feeds,” said IMG Arena Director of Commercial Partnerships Andrew Hess.

It’s been a busy summer for IMG Arena as well. The group recently announced the integration of its golf offering into FanDuel’s product. IMG Arena continues to beef up its soccer offerings too with a renewed MLS deal and a partnership with NWSL.