Toronto-based media company Homestand Sports has united with streaming production company eThereLIVE to support broadcast production for sports properties, brands and sportsbooks.

Utilizing eThereLIVE’s expertise in broadcast production, Homestand will offer what it calls “an all-encompassing offering that combines end-to-end production services” for live sports events, studio shows, and social media programming and give its partner sports brands “an unparalleled content offering” to connect with audiences.

The first event produced under the new partnership will be Sports Interaction‘s in-game live broadcast of the Toronto Blue Jays‘ MLB regular-season opener against the Tampa Bay Rays on March 28. The broadcast will be available directly in the Sports Interaction app as well as on the brand’s YouTube and X (formerly Twitter) platforms.

“Combining our storytelling expertise with the experience of eThereLIVE positions us to collectively deliver a high production value broadcast solution for rights holders and brands at a budget more reflective of audience expectations,” said Kevin Kennedy, founder of Homestand Sports.

eThereLIVE has more than a decade of experience in live multi-cam sports production including events for Unified MMA, Rugby Canada, and the Canadian Elite Basketball League, as well as streaming services for press conferences, awards shows, and international feeds.

“This partnership marks a significant milestone in the evolution of our sports broadcasting offering,” said Nathan Kordyjaka, President at eThereLIVE. “By combining our live event production capabilities with Homestand Sports’s studio programming services and distribution partnerships, we aim to set a new standard for coverage of up-and-coming Canadian sports properties and brands.”

Homestand Sports finds home in Canadian sports betting landscape

Homestand Sports has been around as a sports media company for nearly a decade, publishing multimedia content and working on events in the space.

With the legalization single-event sports betting in Canada and the proliferation of regulated operators in the Ontario market, it has added a range of betting content to its arsenal in recent years, providing event, broadcast and social media production for several operators licensed in the province.

As well as partnering with private betting operators, Homestand and its parent company Parleh Media Group offers betting content and insights on its own platform, such as the Homestand Sports Show, the consumer-facing Parleh Sports Betting Show and the B2B industry-facing Gaming News Canada podcast, as well as sport-specific shows like Room 4-4-2 and Hoop Talks.

It also has a built-in bet centre on its website with live odds for NHL, NBA, and English Premier League games, while its Room 4-4-2 soccer-specific offering allows users to play a free 4-4-2 Picks game launched last summer in partnership with NorthStar Bets. Last May, Homestand also became the first Canadian client of Tallysight, whose U.S. partners include the likes of the New York Times and Vox Media.