British sports betting service and content hub IMG ARENA has agreed a new partnership deal with Spanish betting operator Golden Park that has seen its virtuals products launch with, the group’s online gaming brand.

Under the terms of the agreement, the London-headquartered firm’s entire virtual sports portfolio, which includes instant football, tennis, horse racing, trotting, cycling, speedway, greyhounds and speedway, has now gone live with the operator via Madrid-based technology company TecnalisAlira gaming platform for Spain and Latin America.

Boost engagement:

Senior Vice President Commercial for IMG ARENA, Max Wright, commented on the new deal in an official press release, saying…

“Golden Park has invested significantly in bringing innovation to their players, and has chosen the perfect way to boost engagement using our virtuals products.

“This deal marks an important stage in the growth of our virtuals business, securing IMG ARENA a market-leading position in the Spanish market. Furthermore, the integration with Tecnalis, the leading gaming platform in the Spanish market and positioning itself as one of the leaders in LATAM markets, facilitates a simple and effective route to integrating our content for a wider pool of operators across Spain and Latin America.”

Global presence:

Launched in 2012, IMG ARENA’s virtual sports portfolio is currently delivered to over 50 operators across the globe. The company works with upwards of 460 top-tier sportsbook operators worldwide, providing “always-on” services including on-demand virtual sports products and 24/7 live streaming.

Also commenting on the new partnership, Golden Park’s manager, Victor Sánchez, said…

“With IMG ARENA, we are excited to launch the best virtuals products available on the market in Spain. Our players can look forward to a brand new gaming proposition that will take the Golden Park experience to the next level.”

Chief Operations Officer for Technalis, Alejandro Serrano Zaera, remarked…

“Adding IMG ARENA’s thrilling virtuals product to Alira is a great addition to our existing offering. We are certain it is a development that will prove popular with a wide selection of our partners and their players.”

NASCAR partnership:

The British firm, whose clients include the ATP, UFC, the European and PGA Golf Tours, the FA Cup and Serie A, recently formed a long-term partnership with NASCAR that will see international sports betting operators able to live-stream NASCAR Cup Series races for the very first time.

In 2019, 56 million viewers worldwide watched over 175 million hours of IMG ARENA content.