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June 21, 2022

PGA Tour names Bet365 as first betting operator outside North America

US golf’s PGA Tour has today announced a content and marketing agreement with Bet365, the online betting company, until 2024.

By Tariq Saleh

US golf’s PGA Tour has today announced a content and marketing agreement with Bet365, the online betting company, until 2024.

Under the three-year deal, Bet365 will become an official betting operator of the tour and its first outside North America.

The bookmaker will have rights in territories including the UK, Ireland, and Australia, in addition to Canada.

In the UK, Ireland, and Australia, Bet365 will serve as the exclusive source for odds on the leaderboard and player pages on PGATour.com and on the organization’s TOURCast platform.

Bet365 will further activate the partnership by having a brand presence across PGA Tour media properties including on international market inventory on the tour’s website, managed by Warner Bros. Discovery (WBD) under the US media giant’s strategic partnership with the tour, as well as on WBD platforms such as Golfdigest.com in the UK, Ireland, Australia, and Canada.

As part of the tour’s official betting operator program, Bet365 will have rights in the aforementioned countries to use PGA Tour marks and advertise across the tour’s media and digital platforms.

Scott Warfield, vice-president of gaming at the PGA Tour, said: “We are excited to work with Bet365 to expand the tour’s sports betting initiatives outside of North America.

“Bet365 was the first operator to integrate the tour’s official in-play betting product and 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.”

The PGA Tour’s other official betting operators include PointsBet, FanDuel, DraftKings, and BetMGM.

Like other US-based sports leagues and organizations and gaming operations in recent years, the PGA Tour capitalized on the growth of sports betting facilitated by the legalization of the activity in many states with the repeal of the Professional and Amateur Sports Protection Act in 2018.

In late 2018, the tour entered into a global partnership with IMG Arena, the sports betting business of the international agency, to license its official, live scoring data to betting operators worldwide.

Bet365 notably integrated IMG Arena’s Golf Event Centre product, a front-end solution that provides shot-by-shot data and markets, live streaming, and interactive course visualizations to enhance the betting experience.

Meanwhile, the DP World Tour (formerly the European Tour) has announced it will return to Singapore next year for its first event in the country since 2014.

The Singapore Classic will take place at Laguna National Golf Resort Club from February 9-12, 2023.

Next year’s edition will be the first event in a three-year hosting agreement between the tour and Laguna National. The tournament will have a $2-million prize fund.

The Laguna National course previously hosted the Singapore Masters from 2002 to 2007, four editions of the Singapore Open from 2009 to 2012, and was also the venue for the DP World Tour’s last visit eight years ago.

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