Endeavor to merge OpenBet and IMG Arena into one powerhouse division
Global sports and entertainment agency Endeavor has announced plans to merge its sports betting entity, OpenBet, and its sports data division, IMG Arena, into a single dynamic division.
This move, consolidating under the OpenBet brand, aims to integrate the full spectrum of services offered by both entities – including sports data and integrity solutions, advanced betting technology and insights into consumer engagement.
Endeavor’s acquisition of OpenBet in October 2022 laid the groundwork for this merger, with the intention of optimising the firm’s offerings through the integration with IMG Arena.
Heading the newly combined division will be Jordan Levin, the current Chief Executive Officer of OpenBet, who will report directly to Mark Shapiro, Chief Operating Officer and President of Endeavor Group.
Shapiro expressed the vision behind this merger, stating, “When we acquired OpenBet in 2022, we envisioned a holistic integration with IMG Arena that would create a leader in the global betting, sports data, and technology industry. Today is the culmination of that ambition. Leveraging Endeavor’s complementary sports and entertainment capabilities, we will unlock meaningful value for the sports rights and IP of our owned and operated properties, and most importantly, for our partners.”
Freddie Longe, former President of IMG Arena, will play the role of a strategic advisor during the transition phase, ensuring a seamless integration of the two companies. Longe will continue to contribute to the company in an advisory capacity.
“We (OpenBet) are uniquely positioned as a leading, end-to-end, sports data, technology and content ecosystem for betting operators, rightsholders and media,” added Levin, who has been the OpenBet CEO since 2021.
“Putting our customers and their players at the heart of our product and tech innovation remains the key to our ongoing success. As an integrated business, we are focused on providing a unique solution to leagues, federations and sportsbooks worldwide.”
OpenBet’s global footprint continues to expand, with recent forays into the Brazilian market showcasing its growth initiatives. In a partnership agreement with domestic operator Play7.Bet, OpenBet will provide its comprehensive suite of technology and content services, including its advanced Player Account Management (PAM) technology.
