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SBC Summit
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Here We Go! Superstar Transfer Journalist Fabrizio Romano to Headline SBC Summit
September 21, 2026
Football clubs in Brazil against betting ban
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Features
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Nine Brazilian clubs warn betting ban would push teams into insolvency
September 18, 2026
Oxford United
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Football
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Oxford United pulls 'United 93' range after 9/11 backlash
September 18, 2026
Sideline Moves: Arsenal layoffs
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Latest News
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Sideline Moves: Arsenal creates new commercial role
September 18, 2026
London, UK - May 26th 2026: Chelsea Football Club logo on the exterior of Stamford Bridge stadium - the home of Chelsea FC in West London, UK.
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Football
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Clearlake takes the wheel as Boehly exits Chelsea
September 17, 2026
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
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Golf
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PGA Tour shuts door on easy path back for LIV Golf stars
September 17, 2026
MUNICH, GERMANY - DECEMBER 9th 2025: UEFA Champions League - FC Bayern München vs. Sporting CP. Pictured: Alphonso Davies, of FC Bayern Munich, reacts to the action
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Advertisement
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Alphonso Davies caught in AI gambling ad scandal
September 16, 2026
Partnership Playbook
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Latest News
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Partnership Playbook: Brentford, Palace and Super League
September 16, 2026
Crypto.com sports betting
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Latest News
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Crypto.com asks Supreme Court to settle sports betting split
September 15, 2026
Revolut logo in London.
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Football
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La Liga star among victims of Revolut data leak
September 15, 2026
Inglewood, CA, USA - November 14, 2024: An NFL logo on a green artificial grass football field line in full color.
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Latest News
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Goodell hints NFL could exit rights deals early
September 14, 2026
Rheinbach, Germany 5 June 2021, The logo of the streaming service "DAZN" on the screen of a smartphone with white headphones and a remote control.
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Broadcasting
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DAZN opens new chapter with leadership overhaul
September 14, 2026
Chelsea FC badge. Laurence Stewart
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Football
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Chelsea close to closing curtains on Boehly era
September 11, 2026
Six Nations moving to the US?
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Hospitality
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The Six Nations teams that could compete in the US 
September 11, 2026
Sideline Moves: Mbappe becomes ambassador of On
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Cricket
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Sideline Moves: Engelbert exits WNBA as ECB names Poulton
September 11, 2026
FFF drops Infantino FIFA support
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Europe
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France's FFF drops support for Infantino's FIFA re-election
September 10, 2026
The 10 most valuable NFL teams
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Investment
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The NFL teams capitalising on new capital gains
September 10, 2026
Latvia, Riga 03-05.10.2025. FIA Drifting cup, two trophies sitting on top of a table covered with a white cloth In the background, there is a banner with the words FIA written on it.
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Integrity
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Ukraine urges FIA to act on Russian offices in Crimea
September 10, 2026
Premier League EFL deal
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Football
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Premier League clubs warned over unlicensed betting sponsors
September 9, 2026
Messi to buy second-tier Spanish club
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Europe
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Messi buys second Spanish club to setup Ronaldo clash this season
September 9, 2026
Partnership Playbook
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Latest News
Time to read: 7 min
Partnership Playbook: Sport finds more room for sponsors
September 9, 2026
SBC Summit 2026
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Events & Webinars
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Delegates Flock to SBC Summit as Super Stage Tickets in Demand Following Michael Jordan, Carsten Koerl and Jason Robins Keynote Announcement
September 9, 2026
Manchester United-SumUp sponsorship deal
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Football
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Manchester United and SumUp to launch new payment card
September 8, 2026
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Featured Articles
LIV Golf player Jon Rahm
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Commercial
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LIV Golf 2.0 has a backer, but the players have already given their answer
November 2, 2026
Sideline Moves: Arsenal layoffs
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Features
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Sideline Moves - Arsenal to cut 60 jobs amid new Arteta deal
October 16, 2026
Paramount-Warner Bros acquisition complete
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Features
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New Paramount-Warner Bros deal creates $55bn sports conglomerate 
October 7, 2026
Michael Jordan at SBC Summit 2026
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Basketball
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SBC Summit: Michael Jordan on sport branding, NASCAR, and more
September 29, 2026