PointsBet inks multi-year PGA Tour partnership deal
Operator gains access to content, advertising and video rights targeting further product development in partnership agreement
Sports betting operator PointsBet has agreed a multi-year deal with Golf’s PGA Tour which sees the firm become the official betting operator of the flagship golf event series.
In joining the PGA Tour’s official betting operator program, PointsBet will be able to use PGA Tour trademarks as well as content and video rights.
These rights allow PointsBet to develop pre-game and post-game betting programming, as well as distribution of highlights to users who have placed bets.
As part of the betting partnership, PGA Tour and PointsBet will also work on delivering odds-based content to fans via the PGA Tour website and online app.
The brand also gains access to advertise within PGA Tour media and tour partner platforms with the deal.
PGA Tour senior vice president for media and gaming Norb Gambuzza said he was thrilled to work with PointsBet, highlighting their “exciting vision” for golf-related betting.
“PointsBet has made a substantial commitment to golf through a deep and robust product offering and an emphasis on live, in-play betting, both of which will translate into greater audience development and fan engagement for the PGA Tour,” said Gambuzza.
“PointsBet’s golf products are experiencing incredible growth, which lays the foundation for a very successful relationship,” he added.
In 2020, over half of PointsBet’s golf handle came from in-play, live betting versus outright tournament bets.
In-play golf betting has increased 65% in terms of bet count, in unique bettors, and in total amount of money wagered, when compared to the same period of last year.
PointsBet USA CEO Johnny Aitken cited the firm’s lack of dependence on external sports betting suppliers for its technology as giving PointsBet full control over the types of product it offers.
“This allows us to introduce bet types that cannot be found elsewhere, offer a deeper slate of options both pre-tournament and in-play, and enhance the viewing experience via a faster and more seamless app,” said Aitken.
“As golf betting continues to rise, we are positioned well to innovate and grow with the PGA Tour,” he added.
PointsBet currently operates sports betting in New Jersey, Indiana and Iowa, but is aiming to launch in Illinois, Colorado and Michigan over the next few months.
The firm has also signed additional market access agreements in Kansas, Louisiana, Missouri, New York, Ohio and West Virginia which are currently subject to enabling legislation and regulatory approvals.