Genius Sports, the international sports data technology company, has entered into an online fantasy game and marketing-based partnership with the European Tour Group (ETG), the organizer of golf’s DP World (formerly European), Challenge, and Legends Tours.

The partnership, announced today (April 6), will see the two bodies collaborating to launch the new fantasy game of the DP World Tour, which will “enhance and gamify the fan experience across the entire season”, Genius has said.

The new portal on which the game can be found will also engage fans through quizzes, interactive activities, and competitions with prize rewards.

The agreement also means Genius will use its data-driven marketing technology to “help drive new players to the fantasy game [through] highly-targeted programmatic marketing and customized, dynamic creative.”

Guy Kinnings, deputy chief executive and chief commercial officer at ETG, said: “The Tour’s previous fantasy games have proven extremely popular, and we are always looking at new ways to further enhance the fan experience. Genius Sports was a natural partner for the launch of a new DP World Tour edition, given their well-established reputation.”

Juddie Goldstein, head of sales for fan engagement at Genius Sports, added: “This partnership combines our expertise in both free-to-play games and data-driven marketing, providing the European Tour group with a bespoke solution to engage and attract golf fans right around the world.”

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Yesterday (April 5), Genius announced a data tracking and video augmentation partnership with Club Nexaca, of Mexican soccer’s top-flight Liga MX.

The DP World Tour was also active yesterday, announcing the promotion of Mark Casey to the role of head of tournament business.