Kambi Group has agreed to support LMG Gaming (LMGG), owned by Puerto Rican media business Liberman Media Group, with the launch of a new sportsbook product in the unincorporated US territory.

Under the long-term partnership, Kambi will provide its sportsbook technology to power LMGG’s ApuestaPR betting brand, which will initially launch online and potentially be expanded to retail in the future.

LMGG will also make use of Kambi’s application programming interface (APIs) and range of marketing tools to help promote the brand on LMG’s Teleonce television network in the region.

“After extensive research the choice was clear, Kambi is by far the best-in-class sportsbook in the industry and we are honoured to build our business in Puerto Rico with them,” LMGG partner Winter Horton said.

“With our top-rated Teleonce television network providing unlimited marketing and our key retail relationships, we are very confident that ApuestaPR will be the number one sports betting platform in Puerto Rico.”

Kambi co-founder and chief executive Kristian Nylén added: “Partnering with LMG Gaming is an exciting opportunity, as they are on a mission to create the most engaging sports betting product in Puerto Rico.

“By leveraging Kambi’s enhanced empowerment and marketing tools, alongside its popular Teleonce brand, LMG Gaming will be able to reach its target audience and drive player engagement through a bespoke betting experience.”

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