Major League Soccer (MLS) has signed an exclusive long-term global partnership with IMG Arena to create next-generation fan experiences in sports betting. IMG Arena will produce data feeds and use proprietary software that will service both the back end and the front end of the sportsbook. The agreement is worth more than $270 million, according to people familiar with the deal who were granted anonymity because the matter is private.

IMG Arena will deliver official data, innovative content solutions, next-generation fan analytics, and marketing tools to MLS’s betting and media partners. The agreement will launch three new MLS live data feeds designed to enhance the fan experience via a series of brand-new digital media and betting products.