Search
Choose a style
Dark
Light
North America
Basketball ball, in the background information board.
BREAKING
Basketball
Time to read: 2 min
NBA and Sportradar create hyper-personalised viewing experiences
March 20, 2024
Harry Coe, Luscid: Realising the full business potential of sports data
BREAKING
Data
Time to read: 3 min
Checkd Dev renews Stats Perform Opta sports data deal
March 18, 2024
Monterrey Rayados
BREAKING
Football
Time to read: 3 min
Monterrey Rayados adds women’s team to renewed Codere sponsorship
March 18, 2024
BREAKING
Latest News
Time to read: 4 min
SBC Summit North America to Discuss the Uncharted Path of iGaming in the United States
March 15, 2024
Cricket batsman hitting a ball shot from below against a blue sky.
BREAKING
Cricket
Time to read: 3 min
MLC hits for six securing Cognizant as title sponsor
March 14, 2024
credit: Shutterstock
BREAKING
Europe
Time to read: 9 min
How Kitman Labs is using data intelligence to enhance Premier League players commercial value
March 13, 2024
UFL player in San Antonio Brahmas jersey.
BREAKING
Latest News
Time to read: 2 min
Under Armour looks to elevate UFL to new heights 
March 11, 2024
NHL
BREAKING
Football
Time to read: 2 min
NHL renews fan engagement and marketing deal with Caesars Entertainment
March 7, 2024
credit: Shutterstock
BREAKING
Football
Time to read: 2 min
Kitman Labs to provide high-performance data analytics to Gotham FC
March 7, 2024
How Florida’s ‘massive soccer appetite’ landed it 2026 World Cup host status
BREAKING
Features
Time to read: 6 min
Jason Siegel: Realising Orlando's potential as a US sports hub
March 7, 2024
Genius Sports
BREAKING
Data
Time to read: 3 min
Genius Sports forecasts positive cash flow after storming FY23 targets
March 7, 2024
USL - Shutterstock
BREAKING
Europe
Time to read: 3 min
USL enlists Sportradar for data, AV and integrity in six-year deal
March 6, 2024
UFC
BREAKING
Europe
Time to read: 2 min
Polsat renews UFC broadcast partnership for third time
March 5, 2024
Carolina Panthers
BREAKING
Latest News
Time to read: 2 min
FanDuel partners with Panthers ahead of North Carolina launch
March 5, 2024
Little Caesars Arena. Sign. Little Caesars Arena is a multi-purpose arena in Midtown Detroit. Detroit, Michigan. USA.
BREAKING
Basketball
Time to read: 3 min
Detroit Pistons becomes the latest NBA team to partner with MeetKai
February 29, 2024
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
BREAKING
Golf
Time to read: 3 min
PGA Tour emphasises commitments by joining RG coalition
February 28, 2024
Las Vegas, Nevada, USA cityscape along the strip at twilight.
BREAKING
Football
Time to read: 2 min
AFC Bournemouth injects “Vegas energy” with tourism deal
February 28, 2024
Male judge banging hammer.
BREAKING
Latest News
Time to read: 3 min
NCAA faces upheaval as court clears athletes for NIL deals
February 26, 2024
New Jersey Devils Jersey
BREAKING
Latest News
Time to read: 3 min
NJ Devils & RWJBarnabas Health initiate jersey patch deal
February 26, 2024
MLS
BREAKING
Europe
Time to read: 2 min
MLS signs up Sportec Solutions as VAR tech provider
February 23, 2024
BREAKING
Basketball
Time to read: 4 min
Consumer interest in women’s sports driving sponsorship to new heights
February 23, 2024
Brazil sports stakeholders await executive signature of Betting Bill
BREAKING
Features
Time to read: 6 min
Martin Lycka: Taking Entain’s RG flag into Brazil’s emerging sports marketing ecosystem
February 22, 2024
Shaping the Future of Betting: SBC Summit North America Announces ‘Sports Betting’ Track
BREAKING
Data
Time to read: 4 min
Shaping the Future of Betting: SBC Summit North America Announces ‘Sports Betting’ Track
February 21, 2024
1 … 15 16 17 18 19 … 80
Featured Articles
Sideline Moves: Arsenal layoffs
BREAKING
Features
Time to read: min
Sideline Moves - Arsenal to cut 60 jobs amid new Arteta deal
October 16, 2026
Paramount-Warner Bros acquisition complete
BREAKING
Features
Time to read: min
New Paramount-Warner Bros deal creates $55bn sports conglomerate 
October 7, 2026
Michael Jordan at SBC Summit 2026
BREAKING
Basketball
Time to read: min
SBC Summit: Michael Jordan on sport branding, NASCAR, and more
September 29, 2026
Manchester City found guilty of almost all 155 charges
BREAKING
Features
Time to read: min
Manchester City found guilty of almost 115 Premier League financial breaches
September 25, 2026