Free Live Sports Expands Partnership with Amagi, Naming Amagi ADS PLUS as Exclusive Monetization Partner

Amagi, a cloud-based SaaS technology solutions provider for broadcast and streaming TV, today announced the expansion of its partnership with Free Live Sports, which offers the world’s largest selection of live sports streaming channels, on-demand movies, series and more. Free Live Sports has named Amagi ADS PLUS as its exclusive monetization partner for its Free Ad-Supported Television (FAST) ad inventory.

Available in 71 countries, Free Live Sports delivers more than 125 live sports channels and thousands of hours of sports-related video on demand (VOD) content, covering everything from college football to motorsports. Free Live Sports, offers advertisers a highly engaged audience and premium owned and operated ad inventory in live sports content.

Free Live Sports inventory will now be available exclusively via Amagi ADS PLUS, a CTV marketplace designed to help both content owners and global advertisers maximize the value of streaming advertising. This partnership builds upon key areas of strength for Amagi ADS PLUS, including exclusive inventory access, market-leading transparency, robust contextual data, and ad format innovation.

ADS PLUS advertisers will benefit from additional CTV reach across exclusive, transparent, and quality sports inventory and the ability to boost engagement with new In-Content ad formats. Free Live Sports will gain access to ADS PLUS’ real-time connections to global buyers and AI-powered yield management capabilities to help maximize revenue for every minute of programming. 

“As the FAST market continues to evolve, platforms need solutions that simplify monetization and efficiently scale operations,” said Srinivasan KA, Co-founder & President – Global Business at Amagi. “By integrating ADS PLUS directly into Free Live Sports, we’re helping them stay ahead in a competitive landscape with streamlined ad operations and data-driven insights, while maximizing both revenue and advertiser value.”

“Amagi has been instrumental in powering our platform, from channel creation to global distribution,” said Cathy Rasenberger, Co-Founder/ Co-President. “Free Live Sports, through our parent company, Sports Studio, Inc., began working with Amagi earlier this year, selecting them as our technology, content, and monetization partner. By making Amagi ADS PLUS our exclusive monetization platform, we can unlock new revenue growth – all while keeping the viewer experience front and center.”

To learn more about Amagi ADS PLUS, visit https://www.amagi.com/products/amagi-ads-plus.

Disclaimer:
“Amagi Media Labs Limited is proposing, subject to receipt of requisite approvals, market conditions and other considerations, an initial public offering of its equity shares (“Equity Shares”) and has filed a draft red herring prospectus dated July 25, 2025 (“DRHP”) with the Securities and Exchange Board of India (“SEBI”). The DRHP is available on the website of SEBI at www.sebi.gov.in, and is available on the websites of the Stock Exchanges i.e. BSE and NSE at www.bseindia.com and www.nseindia.com, respectively, on the website of the Company at www.amagi.com and the websites of the BRLMs, i.e., Kotak Mahindra Capital Company Limited, Citigroup Global Markets India Private Limited, Goldman Sachs (India) Securities Private Limited, IIFL Capital Services Limited (formerly known as IIFL Securities Limited) and Avendus Capital Private Limited at https://investmentbank.kotak.com, https://www.citigroup.com/global/about-us/global-presence/india/disclaimer, www.goldmansachs.com,www.iiflcap.com and https://www.avendus.com, respectively. Investors should note that investment in equity shares involves a high degree of risk and for details refer to the Red Herring Prospectus, including the section titled “Risk Factors”, when available. Potential investors should not rely on the DRHP for any investment decision.

This announcement is not for publication or distribution, directly or indirectly, into the United States. The Equity Shares have not been and will not be registered under the U.S. Securities Act of 1933, as amended (the “U.S. Securities Act”) or any state securities laws in the United States and, unless so registered, may not be offered or sold within the United States, except pursuant to an exemption from, or in a transaction not subject to, the registration requirements of the U.S. Securities Act and applicable state securities laws in the United States. There will be no public offering of the Equity Shares in the United States.”