IMG inks five-year extension to SPFL streaming deal
Data provider partners with AI firm Pixellot to create “new template” for sports streaming
IMG Arena has renewed its long-term rights deal with the Scottish Professional Football League (SPFL) that will see IMG distribute SPFL video content to the international betting market.
The five-year deal will cover the Ladbrokes Premiership, the Championship, League One and League Two, as well as the Betfred Cup and Tunnock’s Caramel Wafer Cup.
To support the SPFL partnership, IMG has entered into an agreement with AI-automated sports production company Pixellot which will see Pixellot’s technology installed at SPFL Championship grounds.
The tech uses advanced production algorithms and a network of cameras to generate match footage that can be used online and on mobile for international audiences.
“We are proud to renew our longstanding partnership with the SPFL,” said Freddie Longe, MD at IMG Arena.
“The extension of our relationship will see our remit grow further over a lengthy period and secures a key product in our portfolio. Signing this deal is a strong endorsement of our streaming product.
Pixellot said the technology partnership would create “a new template” for sport streaming.
Neil Doncaster, SPFL chief executive, said the deal would help the league increase its international visibility through “innovative, best-in-class production”.