The PGA Tour has expanded its partnership with DraftKings making the sportsbook operator the event’s first official betting partner.

As part of the new multi-year content and marketing agreement, DraftKings will have rights in the US to use PGA Tour trademarks whilst also being able to advertise within the Tour’s media and its partner platforms.

Norb Gambuzza, PGA Tour Senior Vice President, Media and Gaming, commented: “The PGA Tour couldn’t be more pleased with growing our collaboration with DraftKings. The growth in consumption and fan engagement we have seen over the last year in our DraftKings Daily Fantasy games has been tremendous. 

“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.”

Additionally, DraftKings will also gain content and video rights allowing its sportsbook solution to create pre-game and post-game betting programming, as well as distributing highlights to users who have placed bets.

The deal highlights DraftKings’ new found focus on the sport following the success of PGA Tour since its restart in June. Currently, in terms of sports betting, golf is DraftKings’ fourth most popular sport.

“DraftKings and the PGA Tour have continued to make history with the innovative additions to our agreement which began last year,” commented Ezra Kucharz, Chief Business Officer of DraftKings. 

“We are excited to further our relationship with the PGA Tour as their first official betting operator as well. Golf has been an especially important outlet for fan engagement over these past few months, and this latest collaboration is a significant next step for both the golf and gaming industries.”

The new agreement continues the two entities’ growing relationship which started in July 2019 when DraftKings became the event’s first Official Daily Fantasy Game of the PGA Tour. In that same month ,following an update to its sponsorship policies in the gaming category, the Tour also partnered with DraftKings to relaunch “PGA Tour DraftKings Fantasy Golf” with exclusive intellectual property to differentiate DraftKings in the daily fantasy space.