London-based IMG Arena has launched a new integrity-focused partnership programme for sports betting operators and suppliers.

The Alliance programme requires member partners to commit to only using official data and streaming services for IMG Arena-represented events, such as golf’s PGA Tour.

In addition, companies must agree to provide integrity information to governing bodies and integrity units, pass strict KYC approvals, and abide by terms and conditions imposed by rights holders.

The collaboration is being implemented across IMG Arena’s network, which sees the company distribute sports content, including fastpath data, live streaming and virtual sports, both directly to operators and indirectly through distribution partners that provide trading solutions and software platforms. Current members include Kambi, SBTech, BetGenius, Sporting Solutions, and Paddy Power Betfair B2B.

“Ensuring integrity is of paramount importance for the safe and successful future of sport and sports betting,” said IMG Arena senior vice president and head of commercial Max Wright. “IMG Arena and our partners are fully committed to setting and upholding the highest possible standards for the benefit of all stakeholders, whether that’s sports bettors, spectators, participants, teams, federations or rights holders.”

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