The PGA TOUR and bet365 announced on Tuesday a tie-up that will see the online sportsbook become the professional golf organization’s first official betting operator outside of North America.
By becoming the PGA TOUR’s first such partner, bet365 will focus on the Australian, British, and Irish betting markets, with the operator allowed to advertise through PGA TOUR media and PGA TOUR partners, and to use PGA TOUR marks.
Bet365 will also serve as the exclusive odds provider on the tour’s website in those regions outside the U.S. The partnership extends through 2024.
“The bet365 group are delighted to be working with one of the most iconic brands in global sport,” a spokesperson said in a press release. “Throughout this partnership with PGA TOUR, bet365 will strive to continue delivering a market leading in-play experience to our golf customers, both across our global sites and the PGA TOUR platforms.”
For the PGA TOUR, the deal could help to grow the game in those markets outside of North America through the allure of online sports betting. And using bet365 gives the 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 work with bet365 to expand the TOUR’s sports betting initiatives outside of North America," said Scott Warfield, vice president of gaming at the PGA TOUR, in the release. “The TOUR continues to look for opportunities to innovate in new areas with a goal of engaging with fans.”
This isn’t bet365’s first foray into the world of golf, as it was the first operator to integrate the TOUR’s official live betting product. The IMG ARENA Golf Event Centre product is a golf-focused, front-end betting solution that is used by bet365 and created in association with the world’s leading golf tours.
But bet365 is not the only online sportsbook that is deepening its ties with the game of golf.
FanDuel Group, for instance, announced last week that it would run a new television commercial featuring professional golfers Abraham Ancer, Will Zalatoris, Harold Varner III, and Jordan Spieth, who is already partnered with the operator.
That’s in addition to a content-and-marketing relationship between FanDuel and the PGA TOUR that makes the company an official betting operator of the organization as well.
"Golf continues to be one of the fastest-growing sports on our platform and, as we greatly value our partnership with the PGA TOUR, we are excited to grow our PGA TOUR program," said Mike Raffensperger, chief marketing officer of FanDuel, in a press release. "Jordan has already been a fantastic partner and we look forward to expanding our golf ambassador roster with the addition of Abe Ancer, Will Zalatoris, and Harold Varner III."