By becoming the first-of-its-kind partner of the PGA TOUR, bet365 will focus on the Australian, British and Irish betting markets, while allowing the operator to advertise through PGA TOUR media and PGA TOUR partners, and to use PGA TOUR tags.
Bet365 will also act as an exclusive opportunities provider on the tour website in those regions outside the United States. The partnership extends until 2024.
“The bet365 Group is pleased to work with one of the most recognized brands in global sports,” a bet365 Group spokesperson said in a press release. “Through this partnership with PGA TOUR, bet365 will strive to continue to provide a market-leading playing experience for our golf customers, across our global locations and PGA TOUR platforms.”
For the PGA Tour, the deal could help grow the game in those markets outside of North America through the allure of online sports betting. And the use of bet365 gives PGA a partner that is one of the largest sports betting companies in the world, with more than 30 million customers.
“We are excited to be working with bet365 to expand TOUR sports betting initiatives beyond North America,” said Scott Warfield, Vice President of Games for the PGA TOUR, in the release. “The tour continues to look for opportunities to innovate in new areas with the aim of interacting with fans.”
This is not bet365’s first foray into the golf world, as it was the first operator to incorporate TOUR’s official live betting product. IMG ARENA Golf Event Center is the golf-focused front end betting solution used by bet365 and created in collaboration with the world’s leading golf tours.
But bet365 isn’t the only online sports book that deepens its ties to golf.
FanDuel Group, for example, announced last week that it would be running a new television commercial featuring professional golfers Abraham Anser, Will Zalatores, Harold Varner III and Jordan Spieth, which has already partnered with the operator.
This is in addition to the content and marketing relationship between FanDuel and PGA TOUR that makes the company an official betting operator for the organization as well.
“Golf continues to be one of the fastest growing sports on our platform, and since we deeply value our partnership with PGA TOUR, we are excited to grow our PGA TOUR program,” said Mike Ravensberger, Chief Marketing Officer, FanDuel. press release. “Jordan has already been a great partner and we look forward to expanding our list of golf ambassadors with the addition of Abe Ancer, Will Zalatoris and Harold Varner III.”