Marketing

PGA Tour to accept casino partners but not bookmakers

The Tour namechecks William Hill and bet365 as operators it won’t partner with in the US

The PGA Tour has revised its regulations toward gambling sponsorships, embracing casino deals but still forbidding US partnerships with dedicated sports betting operators.

Under the new rules, gambling companies can now be considered for Official Marketing Partners (OMPs) for all six tours overseen by the PGA Tour, while tournaments and players also can seek deals with such firms.

Players were informed of the changes this week.

However, the PGA said the revision does not apply in the US to companies whose primary purpose is sports betting, naming William Hill and bet365 as examples.

Sportsbooks can still be considered for sponsorships outside the US, while DFS partnerships will be allowed everywhere.

David Miller, VP and assistant general counsel to the Tour, said the revision was a way to engage fans.

“We want to develop partnerships in the gaming and fantasy industry that drive fan engagement – that provide our fans a deeper way to enjoy golf,” Miller said. “We expect these partnerships will help create new golf gaming products that will enhance the in-venue and at-home fan experience.”

The Tour said all partnerships should promote responsible gambling.

As part of the revised policy, the Tour has engaged Genius Sports to develop a tailored educational program that will help players, caddies and officials to identify, resist and report incidents of potential betting corruption.

“This is something we are focused on first and foremost — that the integrity of our competition is upheld,” PGA Tour SVP Andy Levinson said.

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