The convergence between the media and betting sectors in the US continues to build as sports organisations look for new ways to generate revenue and engage followers, the latest to do so being PGA Tour.
ESPN and PENN Entertainment, respective media and betting companies, are launching a live betting stream via PGA Tour Live on ESPN+. The stream will feature branding for ESPN Bet, the sportsbook platform operated by PENN in partnership with ESPN.
The solution will make its debut at the WM Phoenix Open on Thursday 6 February. Granting even more exposure to ESPN Bet, which is the official betting partner of the PGA Tour under a mulit-year deal between the tour and PENN.
“ESPN BET on PGA TOUR LIVE is an example of the kind of engaging, innovative programming that only the PGA TOUR, ESPN BET and ESPN can deliver,” said Tim Bunnell, Senior VPof ESPN Programming and International.
“Bringing these unique partnerships together is an important strategy in ESPN’s commitment to covering and expanding the audience for world-class golf across PGA TOUR LIVE on ESPN+, TGL, the Masters, PGA Championship, LPGA and more.”
America’s SkyBet vision
Ever since the PASPA federal legislation prohibiting most states from setting up regulated betting markets was repealed in 2018, licenced bookmakers in the country have found themselves operating in a highly competitive environment.
Interacting with sports organisations in marketing campaigns is of course one way of standing out, and this has proven lucrative for many. ESPN Bet is not the only one to have partnered with the PGA Tour. The tour has also signed deals with FanDuel, DraftKings and betPARX over the past few years.
Many bookmakers have looked to more established markets, like the UK, for inspiration. The UK’s SkyBet is often seen as the ideal model to follow, partly due to its well received user experience but also due to its historical association with UK sports media.

Experiments with this type of model have not always been successful in the US, however. Fox Bet, a JV between Fox Sports and The Stars Group – before and after the latter’s takeover by Flutter Entertainment, owner of FanDuel – shut down after just five years.
ESPN Bet seems to be having more success than its FOX Sports counterpart, having a presence in 20 US states. The operators’ leadership seem to be aware though, as seen by this deal with PGA Tour, that simple brand association with a popular sports media outlet is not a guarantee of success.
Further terms of the deal see ESPN Bet and PENN granted the rights to use PGA Tour marks for fan engagement and advertising. Its marketing teams will be banking on the forthcoming streaming platform to further cement the brand’s association with ESPN, PGA Tour and the wider golf scene in the minds of the sport’s followers.
“We’re pleased to partner with the PGA TOUR and grow the ESPN BET brand through innovative betting-themed broadcasts powered by our sportsbook,” said Jason Birney, VPof Operations, PENN Interactive.
“ESPN BET on PGA TOUR LIVE deepens our already robust media and betting integrations with ESPN and creates unique opportunities to engage golf fans in an entertaining way with compelling up-to-the-minute data and insights.”