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Sports and entertainment company Endeavor has integrated its global sports betting and data businesses, OpenBet and IMG Arena, under the OpenBet banner.

The combined entity will use the strengths of both businesses, merging OpenBet’s betting technology with IMG Arena’s data rights, Endeavor said.

The aim is to create an end-to-end sports data, technology and content ecosystem for betting operators and rights holders.

Endeavor acquired OpenBet from Light & Wonder in 2022. 

The combined business will be led by OpenBet CEO Jordan Levin (pictured), who will report into Endeavor president & COO Mark Shapiro. 

Former IMG Arena president Freddie Longe will remain with the company as a strategic adviser to the OpenBet organisation during the transition period.

Shapiro said: “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.”

He added that this ambition has now become a reality. 

“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.

“As an integrated business, we are focused on providing a unique solution to leagues, federations, and sportsbooks worldwide,” Levin stated. 

OpenBet provides a modular range of technology, content, and services trusted by major sports betting brands, lotteries, casinos, and tribal operators globally.

OpenBet works with companies such as FanDuel, DraftKings, PointsBet, SkyBet, Ladbrokes and William Hill. 

IMG Arena, meanwhile, delivers live streaming and data feeds for over 65,000 sports events annually.

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