bet365 Forms Sports Betting Partnership With the PGA Tour
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The PGA Tour and bet365 announced Tuesday that they have agreed to a three-year content and marketing agreement through 2024, naming bet365 the “Official Betting Operator of the PGA Tour.”
How the Partnership Works
With this deal, bet365 is the Tour’s first official betting operator from outside North America, as bet365 has a presence in the United Kingdom, Ireland, Australia, and now Canada.
In the UK, Australia, and Ireland, bet365 will be the source of betting odds on the leaderboard and player pages found at pgatour.com and TourCast — a platform where you can follow each shot via a 3D rendering.
Across PGA Tour media properties (international market inventory at pgatour.com and Warner Bros. Discovery’s Golfdigest.com in the UK, Ireland, Canada, and Australia), bet365 will have a “brand presence.”
"We are excited to work with bet365 to expand the Tour’s sports betting initiatives outside of North America," Scott Warfield, Vice President of Gaming at the PGA Tour, said in a news release. "bet365 was the first operator to integrate the Tour’s official in-play betting product and they are poised for tremendous growth being on the forefront of in-play sports betting in golf. The Tour continues to look for opportunities to innovate in new areas with a goal of engaging with fans.”
How bet365 Benefits From Deal
Not only will bet365 have a presence in those four countries, but it will also have the right to use PGA Tour marks and advertise within Tour media and Tour partner platforms, as per the Official Betting Operator program.
“The bet365 group (is) delighted to be working with one of the most iconic brands in global sport. Throughout this partnership with PGA Tour, bet365 will strive to continue delivering a market-leading in-play experience to our golf customers, both across our global sites and the PGA Tour platforms,” a bet365 spokesperson said.
bet365 has shown an initiative to innovate the golf betting experience, having been the first sports betting operator to integrate the IMG ARENA Golf Event Centre product. This product brought a more interactive element to in-play golf betting, offering a real-time experience for golf fans and wagerers.
This product is “the only place to find fast, comprehensive, shot-by-shot data and markets, live streaming which is purpose-built for in-play betting, and interactive course visualizations.”
Later, the two joined forces with IMG ARENA to license its live scoring data to betting operators globally.
The PGA Tour has platinum membership status with the National Council on Problem Gambling and participates in the American Gaming Association’s “Have A Game Plan. Bet Responsibly” public service campaign.
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