IMG Arena expands partnership with World Snooker Tour

By Tim Poole

IMG Arena has agreed a long-term deal with the World Snooker Tour (WST), to extend its partnership for live streaming rights in betting.

Snooker has signed a number of partnerships with betting companies in recent years, with Betfred extending its sponsorship of the World Championship until 2022, back in August.

Recent tournament the Champion of Champions was also sponsored by 888Sport, while in May the World Professional Billiards and Snooker Association and Malta Gaming Authority created a new data sharing agreement.

IMG Arena, specifically, has long worked alongside the WST, with this new partnership strengthening the provision of live streaming within the sport.

WST chairman Barry Hearn said: "We are delighted to extend our agreement with IMG Arena. This is a perfect match between two businesses with a shared vision for the future for our sport and enthusiasm for creating new opportunities.

"We have worked with IMG for many years on various aspects of our sport and we admire their professionalism and intelligence. Snooker continues to develop as an outstanding property and we have long-term ambitions for further international expansion."

Freddie Longe, EVP and MD of IMG Arena, said: "This significant extension and expansion of our relationship with the World Snooker Tour demonstrates the commercial confidence on both sides and establishes a renewed platform for even greater success.

"With its global footprint and loyal fanbase, snooker is an essential part of the sports and sports betting ecosystems. We are delighted to increase the volume and quality of the content we offer to our sportsbook customers, which this deal makes possible."


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