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Entrance of Infront stokes competition in betting market, helps double value of DFB-Pokal rights

Marcel Halstenberg of RB Leipzig lifts the DFB-Pokal trophy after the side's victory in the 2022 DFB-Pokal final. (Photo by Alex Grimm/Getty Images).

  • IMG Arena agreed four-year deal starting from 2022-23 season
  • Endeavor-owned betting division beat Infront in second round of tender
  • Betting streaming rights excluded in DACH and US as DFB keeps options open
The German Football Association (DFB) has benefitted from strong levels of competition in the betting distribution market – and a new appetite to secure betting rights from the Infront agency – to double the value of the international betting streaming and data rights to the DFB-Pokal, Germany’s top-tier cup competition.

SportBusiness understands IMG Arena, the betting division of the IMG agency, agreed a four-season deal with the DFB worth a total of €9.75m, from 2022-23 to 2025-26. The deal will be worth €1.75m ($1.83m) in the first season of the deal (2022-23) before rising to €2m per season over the three seasons from 2023-24 to 2025-26.

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