Can Euroleague reach out to gaming industry through IMG?

Can Euroleague reach out to gaming industry through IMG?

Monday, July 6, 2015
The deal includes live streaming and sponsorship rights

Euroleague Basketball wants to increase its revenues from the gambling industry after employing sports and media agency IMG Media to bring in new partnerships from the sector.

The organisation has not renewed the deal that made Bwin.party its global sponsor for the betting, casino and gaming category, and will now look at building up a series of relationships over the four years of its deal with IMG. The agreement will cover live streaming, fastpath data and sponsorship rights in the industry-specific category for global and aggregated commercialisation of the Euroleague and Eurocup club competitions.

“This is an important step forward in the commercialisation of the league's rights, and we couldn't have found a better partner for this than IMG,” said Jordi Bertomeu, Euroleague president and chief executive.

“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 analysing the best ways of generating further revenues for the clubs.”

Euroleague’s main partners include title sponsor Turkish Airlines, premium sponsors Adidas and Spalding and 10 global partners, including beverage company Efes and vehicle manufacturer Citroen.

As part of the agreement, Euroleague’s sponsorship, data and live streaming rights will now be broken out and sold separately.

The deal will expand on an existing partnership between the two parties, under which IMG provided a range of consulting services to help boost the exposure of the competitions in a number of countries.

IMG Media president Ioris Francini added: “We believe our expertise in both data and streaming will help increase the revenue, marketability and awareness of the Euroleague and Eurocup.”

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