Euroleague Basketball, the highest tier of professional basketball in Europe, has confirmed that it has agreed a four year deal with international sports agency IMG to represent its betting and gaming interests for its international competition’s Euroleague and Eurocup.
The new agreement expands on the existing one between the two parties, Euroleague will look to improve on its revenues coming from the online betting sector.
IMG’s expertise within the gaming sector was key to Euroleague Basketball’s decision to agree to a long-term deal that will now see the sponsorship, data and livestreaming rights broken out and sold separately for the first time.
The new deal will also see bwin step down as global sponsor for the category.
FIoris Francini, President of IMG Media, said: “We are delighted to be expanding and strengthening our relationship with Euroleague Basketball into the gaming sector. We believe our expertise in both data and streaming will help increase the revenue, marketability and awareness of the Euroleague and Eurocup.”
“This is an important step forward in the commercialization of the league’s rights, and we couldn’t have found a better partner for this than IMG,” Jordi Bertomeu, President & CEO of Euroleague Basketball, said.
“After the steady growth that we have experienced in the last 15 years, Euroleague Basketball is now one of the most attractive properties in European sports, and we as a league are constantly analyzing the best ways of generating further revenues for the clubs.”