BetMGM & Topgolf Announce New Sports Betting Partnership

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BetMGM & Topgolf Announce New Sports Betting Partnership
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BetMGM and Topgolf Entertainment Group are entering into a sports betting partnership where the two companies will collaborate on marketing and promotional offers.

The promotions will appear on the BetMGM Sportsbook platform at select Topgolf venues and within WGT by Topgolf, the leading online golf game which has been part of Topgolf since 2016, according to a news release on Friday.

The partnership will allow Topgolf and BetMGM to engage with consumers while trying to reach a new audience, both digitally and in-person, the release said. Topgolf takes the driving range experience to a new level, allowing for golfers to aim for targets at different distances and earn points.

“We look forward to introducing Topgolf guests to the immersive sports betting experience that only BetMGM can provide,” Matt Prevost, BetMGM's chief revenue officer, said in the news release. “Topgolf is known for offering unique and interactive entertainment options, which our loyal BetMGM users can now access through a variety of exclusive and customized packages.”

Details of the Agreement

Details of the partnership include BetMGM digital branding throughout Topgolf facilities in cities where BetMGM operates, including Topgolf's marquee Las Vegas location at MGM Grand, according to the release. Other cities include Indianapolis; Nashville; Detroit; Virginia Beach and Denver, as well as within the WGT by Topgolf platform. Sports betting is legal in the states where those cities are located.

BetMGM will also activate branding and promotional integrations in additional Topgolf locations as its sports betting and gaming platforms become available in new states.

Currently, Topgolf has two New Jersey locations, in Edison and Mount Laurel, and operates a Topgolf Swing Suite within Ocean Casino and Resort in Atlantic City.

“We are thrilled to partner with BetMGM as we continue to energize and grow our entertainment communities,” JF Prata, Topgolf Media chief operating officer, said in the release. “Topgolf has always been committed to providing new and exciting experiences to our guests, and this partnership delivers on that, while providing our longtime fans, as well as those less familiar with Topgolf, an introduction to a complementary experience with BetMGM.”

Golf and Sports Betting

The PGA Tour has been one of the most active sports organizations at embracing wagering since the federal ban was overturned by the U.S. Supreme Court in May 2018 and states began legalizing sprots betting.

In August, BetMGM was named an official PGA Tour sports betting operator, giving it access to tour marks and advertise within PGA media and partner platforms. There will also be content and video rights allowing BetMGM platforms to create pre-game and post-game betting programming.

The PGA Tour also has agreements with DraftKings Sportsbook, FanDuel Sportsbook and PointsBet. As part of its deal with NBC Sports, PointsBet provides odds for golf programming across NBC golf telecasts.

At the PGA Tour Waste Management Phoenix Open Feb. 4-7, NBC debuted its first Sports Edge BetCast with PointsBet Sportsbook.

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Lou Monaco

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