Entain: The Masters is the fourth-biggest global betting event
First major golf tournament of the year is now one of the multi-brand operator’s top events, with player props and special markets interest surging in the US
Entain has revealed the Masters is now the operator’s fourth-biggest global betting event, with 40% of all golf majors bets concentrated on the tournament in Augusta.
The Masters, which begins tomorrow, 10 April, is one of the four majors alongside the US Open, the PGA Championship and the Open Championship in the UK.
Fresh data from the London-listed firm has revealed those four tournaments account for a third of all golf bets during a calendar year.
For the Masters itself as a betting event, it sits behind only The Grand National, Super Bowl and Champions League final in terms of number of individual bets.
In terms of bet types, the Ladbrokes and Coral parent company said outright markets account for 95% of all bets in the UK.
However, in the US, where Entain’s JV, BetMGM, operates, outrights make up only 40% of bets, with in-play and specials markets tending to be more popular.
The operator said hole-by-hole betting, nearest the pin for par three holes or player prop bets such as a bogey-free round, had “captured the imagination” of customers.
In terms of factors behind the surge in golf betting popularity, Entain pointed to the Netflix documentary series Full Swing, as well as golf content across social media, namely from the players themselves.
Entain picked out two-time major winner Bryson DeChambeau, who has over 5.5 million followers on social media, and has entered into the cultural zeitgeist via his video appearances with President Donald Trump, Tom Brady and Cristiano Ronaldo.
The firm also said patriotic betting plays a big role, with DeChambeau heavily backed by his fellow Americans.
“In the UK and Ireland, homegrown favourites of Rory McIlroy, Tommy Fleetwood, Tyrrell Hatton and Shane Lowry dominate betting slips,” Entain added.
The operator also noted the PGA Tour events continue to attract the most betting interest, despite the arrival of Saudi Arabia-backed LIV Golf onto the scene.
Entain said: “Betting on LIV Golf events has generated little to no interest. The PGA Tour remains 100 times larger than LIV in terms of bets and stakes.
“The only demand customers have for LIV bets is at the majors, where new markets, such as the top LIV player in the field or whether a LIV player will win the major, have been created.”
Greg Ferris, Entain managing director for sports, remarked: “The Masters is more than just a golf tournament – it’s a springtime tradition that brings out the fan in all of us.
“Whether you’re a die-hard golf bettor or someone who only bets once a year, the Masters has a way of capturing imaginations.
“The combination of iconic players, a legendary course and unique betting opportunities makes it the perfect stage for patriotic punting and exciting new markets.
“This year, with stars like DeChambeau lighting up social media and fresh in-play options like ‘nearest the pin’ bets, we’re expecting record engagement across both sides of the Atlantic.”
American Scottie Scheffler is the 4/1 favourite with Ladbrokes and Coral to put on the green jacket come Sunday.