DraftKings will now have rights in the United States to use the PGA Tour’s official trademarks and marketing assets, while it will also gain access to video to create shoulder programming and highlights content for its Sportsbook betting platform.
In terms of sports betting in its legal US state markets, golf is DraftKings’ fourth most popular sport. The new deal strengthens the company’s ties with the preeminent men’s golf circuit having previously signed on as the PGA Tour’s exclusive official daily fantasy game in 2019.
After the 2018 Supreme Court’s ruling that allowed US states to initiate their own gambling regulations, the PGA Tour has been opening itself up to the betting industry.
After undertaking an integrity programme in collaboration with Genius Sports to protect its competitions from betting-related corruption, the Tour announced a global partnership with IMG Arena later in 2018 to license its official live scoring data to betting operators all over the world.
In March this year, the Action Network and the PGA Tour announced the launch of GolfBet, a first-of-its-kind, golf-focused betting content platform.
Norb Gambuzza, PGA Tour senior vice president of media and gaming, said: “The expansion of the relationship to now include sports betting is a natural evolution and one which fully supports and promotes the PGA Tour’s objectives of reaching and engaging new segments of fans while introducing them to our players, tournaments and media platforms.”
The PGA Tour has named DraftKings as its official betting operator