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Amagi, a tech provider of cloud-based SaaS solutions for broadcast and connected TV, has announced a deeper partnership with Free Live Sports, one of the largest platforms offering live sports channels and on-demand entertainment worldwide. Under this expanded agreement, Amagi ADS PLUS will serve as the exclusive monetization partner for Free Live Sports’ Free Ad-Supported Television (FAST) ad inventory.
Free Live Sports currently operates in 71 countries, delivering more than 125 live sports channels and extensive VoD programming, from college football to motorsports. By designating Amagi ADS PLUS as its sole monetization platform, the service offers advertisers exclusive access to premium sports content and a highly engaged global audience.
Through ADS PLUS, Free Live Sports’ inventory will be made available in a transparent, data-rich marketplace built to maximize the value of streaming ads. Advertisers will benefit from enhanced CTV reach, innovative in-content ad formats, and detailed contextual insights, while Free Live Sports gains access to Amagi’s real-time demand connections and AI-driven yield optimization.
“As the FAST ecosystem continues to grow, platforms need streamlined solutions to scale revenue and improve efficiency,” said Srinivasan KA, Co-founder & President – Global Business at Amagi. “By embedding ADS PLUS directly into Free Live Sports, we’re enabling them to stay competitive with smarter ad operations and data-backed results.”
Cathy Rasenberger, Co-Founder and Co-President of Free Live Sports, added: “Amagi has supported us across channel creation, global distribution, and monetization. Making ADS PLUS our exclusive partner is a natural next step that allows us to unlock fresh revenue opportunities while maintaining a viewer-first experience.”
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