IMG Arena partners with UFC for "industry-first" fully-branded betting hub

IMG Arena has partnered with the UFC to launch what it claims is the betting industry’s first product designed specifically for a major sports brand.
The partnership will see the launch of UFC Event Centre, a new branded betting hub to be delivered to operator partners that includes official data and quicker in-play odds.
The product also features full branding, live 3D visualisations and official data points for live betting on key moments like knockdowns and takedown attempts.
IMG will also produce and distribute an official data feed for the MMA organisation.
“The UFC Event Centre and its official data feed will be a game changer for how UFC fans engage with our events through sportsbooks and gaming operators,” said UFC president Dana White.
“We have the most passionate, die-hard fans of any sport, and they’re going to love the option to place bets live during a fight. Betting operators are also going to love this product because, unlike other sports, UFC has no off season. The action will be non-stop for fans and sportsbook operators.”
IMG Arena said in-play was a key opportunity, with just 8% of UFC wagers currently placed in-play.

IMG Arena MD Freddie Longe told EGR that anecdotal evidence from US operators suggested a high-profile UFC fight generated 10 times the turnover of a high-profile boxing match.
Longe added: “The UFC brand is extremely powerful and already resonates strongly with the key demographics of global sports betting consumers. Through this partnership with UFC, we have been able to develop official products that will help unlock significant value for both UFC and our global sports betting partners.”
Longe said around 75% of UFC fans were male and aged 18-44, a demographic with a high propensity to bet.
IMG Arena is also the official data partner for the PGA Tour.