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London-based IMG Arena has signed a multi-sport partnership deal with Scientific Games’ SG Digital division.

The partnership will see SG Digital’s OpenSports platform become the first partner of IMG Arena’s Golf Event Centre, which provides comprehensive shot-by-shot data, live streaming and interactive course visualisations from both the PGA Tour and European Tour.

SG Digital will also take IMG Arena’s golf trading feed as part of a wide-ranging deal that includes IMG Arena’s virtual sports portfolio and tennis and badminton data services.

“IMG Arena has created a betting proposition for golf that befits its position as one of the world’s most popular global sports,” said SG Digital sportsbook senior vice president Keith O’Loughlin. “The Golf Event Centre brings a new level of immersion and engagement that will positively shake up the live betting experience and the industry as a whole.

“We are excited to add it to OpenSports and continue building on our sports betting technology to bring bettors a well-rounded and content-packed experience. We’re also thrilled to enable all our customers to be early adopters of this game-changing betting solution and look forward to further collaboration with the IMG Arena team.”

IMG Arena senior vice president Freddie Longe added: “SG Digital has a reputation for innovation, and we are delighted to be working with them to deliver our shared goal of evolving how fans engage with sport.

“Incorporating our official content within the OpenSport ecosystem will provide many of our major UK, European and US sportsbook customers with seamless access to our full suite of products, including the Golf Event Centre. With its unique set of interactive features, we believe it will quickly become an indispensable part of the global sports betting ecosystem.”

SG Digital has also signed up to IMG Arena’s alliance programme, which allows operators to access IMG Arena’s full suite of official data and live streaming services.

Shares in Scientific Games Corporation (NSQ:SGMS) closed in New York Monday at $23.93 per share.

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