The British Basketball League (BBL) has secured a partnership with IMG Arena, which will now have access to exclusive worldwide betting data and competition streaming rights.

The sports technology and data center outlined that, as a key partner, it will help BBL deliver on its growth strategy, following the recent £7m investment by the basketball organisation’s 777 partners.

Andy Webb, BBL’s Chief Operating Officer, commented: “BBL has a stated mission for the growth of basketball and its following in the UK and beyond.”

“Working with IMG Arena helps us do this by maximizing returns on an important business asset, while increasing BBL’s audience and fan engagement.”

In addition, IMG Arena will stream live betting and provide FastPath data from over 214 games per season to its network of over 460 global sports betting operators.

Mark Wrigley, Senior Director of Rights at IMG Arena, added of the deal: “Basketball is a sport we are incredibly passionate about and committed to helping increase its global reach. The BBL and its competitions are an exciting addition to our portfolio. , increasing our premier basketball offering from key territories around the world.”

The league’s addition expands IMG Arena’s premier basketball portfolio, which already includes EuroLeague, Canada’s NBL, Italy’s LBA and Spain’s ACB.

Outside of basketball, IMG Arena recently struck a remarkable deal with Major League Soccer (MLS) as it became their official data distribution partner. Both organizations are now looking to utilize modern technology to “set a new standard” for football data and drive fan engagement in both the league and MLS NEXT Pro.