ESPN Bet, the major US sports broadcaster’s new online betting service, has been named as the exclusive official betting operator of the Wells Fargo Championship event on golf’s PGA Tour.

Through the agreement, ESPN Bet will have access to various marketing integrations, including the opportunity to activate and engage golf fans on-site during the tournament.

A long-term, multi-faceted partnership was struck by US entertainment and gambling company PENN Entertainment, which operates ESPN Bet in the US under a joint venture with ESPN, with the Quail Hollow Club in North Carolina, the organizers of the Wells Fargo Championship.

The deal was agreed ahead of the launch of regulated online sports wagering in North Carolina. Under the agreement with Quail Hollow Club, PENN secures market access for ESPN Bet in the state, subject to regulatory approvals.

The 2024 edition of Wells Fargo Championship will take place between May 6 and 12. 

Benjie Levy, head of Penn Interactive, said: “We are thrilled to partner with Quail Hollow Club and the Wells Fargo Championship as we prepare to bring our new online sports betting brand, ESPN Bet, to North Carolina.

“Along with market access, we’re excited to sponsor the popular Wells Fargo Championship and look forward to working together with our new partners to create unique fan activations.”

Johnny Harris, Quail Hollow Club president, added: “We welcome the upcoming launch of regulated online sports wagering in North Carolina and are extremely pleased to partner with a leading gaming and entertainment operator in PENN Entertainment.

“PENN’s compelling online sports betting brand ESPN Bet, cutting-edge technology, and extensive operational expertise make them an ideal long-term partner for this industry.”

ESPN Bet launched on November 14 in 17 states – Arizona, Colorado, Illinois, Indiana, Iowa, Kansas, Kentucky, Louisiana, Maryland, Massachusetts, Michigan, New Jersey, Ohio, Pennsylvania, Tennessee, Virginia, and West Virginia.

PENN recently announced a partnership with the NHL that will see its ESPN Bet and theScore Bet brands become official sports betting partners of the top ice hockey league.