Global sports and entertainment company, Endeavor, has made a groundbreaking announcement regarding the merger of its global sports betting and data businesses, OpenBet and IMG ARENA. The integration will see IMG ARENA operating under the OpenBet banner, continuing to provide sports data, integrity, and fan engagement products.

The combined entity is set to capitalize on the expertise of both brands, combining OpenBet’s industry-leading betting technology, content, and services with IMG ARENA’s data rights and capabilities. This will result in the creation of a comprehensive sports data, tech, and content ecosystem for operators and rightsholders.

Jordan Levin, the current CEO of OpenBet, will lead the new OpenBet entity and report directly to Mark Shapiro, Endeavor’s President and COO. Meanwhile, Freddie Longe, the president of IMG Arena, will serve as a strategic advisor to OpenBet during the transition period.

OpenBet brings over 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, delivering live streaming and data feeds for over 65,000 events.

This merger comes after a series of business deals for both companies and is a part of Endeavor’s long-term strategy. Mark Shapiro, Endeavor’s President and COO, expressed his team’s vision for a holistic integration with IMG ARENA following the acquisition of OpenBet in 2022, calling the announcement the “culmination of that ambition.”

Shapiro emphasized the vast potential of the merger, stating that it would unlock significant value for the sports rights and IP of the company’s properties and partners. Likewise, Jordan Levin highlighted the new entity’s position as a leading end-to-end sports data, technology, and content ecosystem for gambling companies, rightsholders, and media.

The focus remains on providing a unique solution to leagues, federations, and sportsbooks worldwide, with OpenBet’s technology having powered Sazka, the company behind Allwyn, with its Neccton technology in the past year.

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