In the multi-year agreement with Norwegian football, 485 games from the two leagues' April to November schedule – often played on Sunday evenings – are covered.

Mark Wrigley, Senior Director of Rights at IMG Arena said: “This deal with Norwegian football bolsters IMG Arena’s football offering with another first-class property that will help sports betting operators increase their engagement with players throughout the year. It will also enable new touch points during the week.”

Knut Kristvang, CEO of Football Media, commented: “We are delighted to have secured this agreement with IMG Arena. It is a long-term partnership that allows us to strategically grow the profile of Eliteserien and OBOS-Ligaen and engage new audiences around the world.”

IMG Arena delivers live streaming and data feed for more than 45,000 sports events annually, as well as for on-demand virtual sports products and front-end solutions including the UFC Event Centre.

In December 2022, IMG Arena agreed to acquire virtual sports and casino games provider Leap Gaming. The sports data business stated that the investment will enhance its sports betting content portfolio, with the deal building on the existing partnership between the two parties.

IMG Arena President Freddie Longe said of that acquisition: “When we invested in Leap Gaming in 2018, our aim was to create official products and unlock new revenue streams and forms of fan engagement for our clients.

"We are delighted to extend that partnership and officially welcome Leap into the IMG Arena team."