The PGA Tour has named gambling firm bet365 as the official betting operator of the tournament in a three-year deal.
Through until 2024, bet365 will serve as the PGA Tour’s first betting partner outside of the USA.
In its remit, bet365 will become an exclusive source for odds on the leaderboard and player pages on PGATour.com and on TOURCast.
“We are excited to work with bet365 to expand the TOUR’s sports betting initiatives outside of North America,” said Scott Warfield, Vice President of Gaming at the PGA Tour.
“bet365 was the first operator to integrate the TOUR’s official in-play betting product and they are poised for tremendous growth being on the forefront of in-play sports betting in golf. The Tour continues to look for opportunities to innovate in new areas with a goal of engaging with fans.”
The ‘first-of-a-kind’ partnership will cover the territories of the UK, Ireland, Australia and Canada – pro-golf’s most popular markets outside of the US.
As part of the PGA Tour’s Official Betting Operator program, the firm will have rights in the United Kingdom, Ireland, Australia and Canada to use PGA Tour marks, rights to advertise within its media and partner platforms.
bet365 commented on the partnership: “The bet365 group are delighted to be working with one of the most iconic brands in global sport. Throughout this partnership with PGA TOUR, bet365 will strive to continue delivering a market-leading in-play experience to our golf customers, both across our global sites and the PGA TOUR platforms.”
In 2018, following the US Supreme Court’s federal repeal of PASPA, the PGA Tour developed a new integrity program in collaboration.
