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Time to read: 4 min

PGA Tour shuts door on easy path back for LIV Golf stars

The sports landscape has a huge range of commercial stakeholders, from governing bodies and tournaments themselves to data distributors, broadcasters and betting operators. Representing these respective sectors, IMG Arena’s Commercial Partnerships Manager for Golf, Rowan Northcott, DraftKings’ Head of Golf Trading, Stuart Purling, and PGA Tour’s VP Gaming, Scott Warfield, discussed with SBC why golf is the ideal in-play betting product. SBC: Rowan, can you give us an introduction to IMG ARENA and golf? RN: IMG ARENA signed long-term deals with the PGA TOUR, DP World Tour and LPGA Tour in 2018, 2019 and 2022 respectively, with the vision that golf was a sleeping giant within the sports betting landscape. Since then, we have also been fortunate to add golf’s largest events to our portfolio including the Ryder Cup, PGA Championship and Presidents Cup, underlining our commitment to the sport for the foreseeable future. Following the establishment of these partnerships, we created the Golf Event Centre, a turnkey golf betting solution. The Event Centre uses shot-by-shot data to allow fans to follow every shot in an immersive 3D environment. Our data hub ingests this shot data to generate an odds feed enabling fans to bet on every shot, from every player, and on every hole, encompassing 30,000+ different markets at each tournament. Live streaming from two par three holes and an enhanced statistics suite is seamlessly integrated in the product to provide a holistic offering for our sportsbook clients and give golf bettors a one-of-a-kind experience. SBC: What prompted IMG ARENA’s investment in golf? RN: Golf has all the hallmarks of a perfect in-play betting sport. Before we formally entered this space there were no more than 10 markets available, with settlement at the end of the round or tournament. With three to five minutes between every shot, golf is perfectly suited to in-play with bettors having ample time to evaluate the market and selection. Each tournament offers around 35,000 shots per tournament, producing a staggering amount of betting opportunities for fans of the sport. The global nature of golf from every time zone equates to significant “up-time” as sportsbooks have access to live golf from Thursday-Sunday. We knew it would take time for bettors to acclimatise to our offering, but we are now seeing signs, particularly in the booming US market, of in-play golf betting very much taking off. I often think back to when Scott and I were at this year’s WM Phoenix Open. Looking on at the famous 16th hole, we saw first-hand how excited fans were about placing bets on which player would hit it closest to the pin. This sums up the fast-paced and innovative betting activity that we are trying to create that was amplified by one of golf’s most famous tournaments. The excitement created for bettors gives all 35,000+ shots of a tournament its own story. SBC: Scott, now that the Golf Event Centre is established within operators’ platforms and the PGA TOUR’s fans are becoming more affiliated with your tournaments as a betting proposition, what comes next in this journey? SW: With the Golf Event Centre now available to the vast majority of the betting population, we are focused on growing the reach and engagement of the product through a few key avenues. In 2023, we brought the Golfbet content brand in-house which, through both our O&O and social properties, is a key lever to engage and inform golf bettors. With the PGA TOUR’s robust ShotLink data and tournament access, we can bring golf storytelling to life through a betting lens unlike any other platform and are continuing to invest in content production and innovative data tools. In addition to digital and social innovation, we have an opportunity to capitalise on the intersection of media and betting through our robust media ecosystem, including broadcast and D2C streaming. Over the coming months, fans will continue to see an organic evolution of our live coverage to incorporate engaging decision-making data alongside live competition. Last, but not least, we are continuously finding new ways to collaborate with our official betting operator partners across our collective platforms to bring world-class golf offerings to sports fans and bettors. SBC: Rowan, what are IMG ARENA’s plans for golf as a betting proposition? RN: The first challenge is to place the correct insight in front of the customer at the right time to help them make an informed decision. Therefore, we are doubling down on statistics and insights. Visualisation of these insights is key, so we released our very own strokes gained model this year and challenged our data engineers to make this information digestible. Hence the use of radar charts, percentages and rankings tables. Secondly, we want to focus on offering fans the chance to watch and bet, rather than watch or bet. Interactive streaming and bringing all the features of the product into one place is a key focus of ours across a range of sports, not just golf. Finally, in 2024, we have a host of exciting new features coming next year using AI that should add a completely new dimension for the bettor – again adding to engagement
Editorial credit: Svet foto, Shutterstock

The PGA Tour appears to be flexing its power over men’s professional golf amid LIV Golf’s funding issues. 

Players who left the PGA Tour for LIV Golf may find the way back is much harder than the way out.

Brian Rolapp, CEO of the PGA Tour, has ruled out another Returning Member Programme similar to the one introduced earlier this year, despite the uncertainty surrounding LIV Golf.

Brian Rolapp, CEO of PGA Tour
Brian Rolapp, CEO of PGA Tour – Source: LinkedIn

“In terms of where we are today, we are not currently contemplating a returning member programme like the one you saw in January,” Rolapp said.

Rolapp is referencing a programme launched when Brooks Koepka left LIV and applied for reinstatement. The pathway offered a route back for players who had won a Major or The Players Championship between 2022 and 2025.

Koepka was the only one to accept before the February deadline, although he was required to forfeit five years of potential PGA Tour equity and make a $5m charitable contribution.

Jon Rahm and Phil Mickelson, who also left for the breakaway league after signing deals worth hundreds of millions of dollars, were eligible to follow Koepka but didn’t.

“The PGA Tour is built on meritocracy,” Rolapp said. “Every player, whether they are a member or want to become one, must earn their place.

“We are a membership organisation; we have rules, and those rules exist for lots of reasons, including fairness and competitive balance. Rules matter, and they must be enforced.”

LIV Golf enters bankruptcy

LIV filed for Chapter 11 bankruptcy protection earlier this month, listing liabilities of between $500m and $1bn against assets of between $100m and $500m. The filing followed Saudi Arabia’s Public Investment Fund (PIF) announcing it would stop financing the league at the end of the 2026 season.

PIF invested more than $5bn into LIV following its launch in 2022, funding guaranteed player contracts, prize money and events around the world.

The withdrawal of its backing started to show during the season, with LIV cancelling events in Louisiana and Michigan, while prize money for its final event was also reduced.

A proposed replacement, dubbed LIV 2.0, would see the competition return in a slimmer form from 2027.

Private equity firm BC Partners has been discussing an investment of up to $300m, although the restructuring depends on enough players agreeing to settle outstanding claims and commit to the new league.

LIV Golf reportedly filing for bankruptcy
Editorial credit: L.E.MORMILE / Shutterstock.com

PGA embarks on new era

Following the launch of LIV Golf, the sport was commonly described as divided, with tours competing for talent and attention and several efforts to reunite the professional game, some of which saw US President Donald Trump intervene.

However, with LIV Golf in bankruptcy, the landscape is undergoing another change.

The PGA Tour recently announced it will introduce a new two-tier structure in 2028, separating its membership into the PGA Tour Championship Series and PGA Tour Challenger Series.

The top tier will retain the leading 90 players each season, while 20 golfers will earn promotion annually from the Challenger Series. Players who fall outside the retained positions risk relegation.

The PGA Tour confirmed that access for leading DP World Tour players is under discussion as part of the two organisations’ strategic alliance. At present, the DP World Tour provides 10 PGA Tour cards each season, but the structure of that pathway after 2027 has not been finalised.

That issue has become more complicated as former LIV players use the European circuit as another route back into mainstream golf.

At the same time, the PGA Tour and DP World Tour are discussing a potential international series of up to nine events from 2028, with tournaments potentially staged in markets including England, the Middle East, Australia and South Africa.

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