PGA Tour signs content and brand partnership with DraftKings
Operator to rebrand its DFS golf offering to PGA Tour DraftKings Fantasy Golf as users gain access to unique PGA content
The PGA Tour has signed a content and brand partnership with DraftKings that will see the operator recognized as the official DFS game of the PGA Tour and rebrand its DFS golf contests to PGA Tour DraftKings Fantasy Golf.
DraftKings’ users will have the opportunity to win PGA Tour prizes and have access to real-time video highlights for players in their line-ups, with further unique content to be available to players as the partnership matures.
The multi-year partnership will leverage the league’s proprietary ShotLink data feed to collaborate on additional product enhancements for DFS players.
Chief business officer of DraftKings Ezra Kucharz said: “Golf continues to grow in popularity among DFS players globally at DraftKings and is our fourth-largest sport in terms of engagement, out of 15 total offerings.”
PGA Tour SVP media Luis Goicouria said the deal provided the league with a unique opportunity to innovate in a new industry and further engage its fans.
“We are excited to partner with DraftKings, an industry leader in innovation and fan engagement, in this ground-breaking step for the PGA Tour,” Goicouria said.
“Our partnership with the PGA Tour signals a mutual commitment to excellence in customer experience along with a new era in golf fandom and engagement,” Kucharz added.
In May, PGA Tour commissioner Jay Manahan said the league would announce one betting partnership in the second half of the year as it looked to feed fans’ appetite to consume content.