Search
Choose a style
Dark
Light
Golf
Camera filming game of football
BREAKING
Comment
Time to read: 6 min
Tried and tested or tired? Dissecting docuseries’ place in sports media
November 6, 2024
SportsGrid pens deal with leading golf influencer Paige Sprianac
BREAKING
Golf
Time to read: 2 min
SportsGrid pens deal with leading golf influencer Paige Sprianac
November 4, 2024
Women's golf Using golf clubs To help twist To warm up body before the play game with blurred soft nature background.
BREAKING
Europe
Time to read: 2 min
KPMG applauds women’s golf resurgence with sponsorship renewal
November 1, 2024
Riyadh, Saudi Arabia - Marina Storti, WTA Ventures: the importance of the Middle East for tennis’ global growth
BREAKING
Asia
Time to read: 3 min
Saudi PIF to focus on domestic Riyadh events and cut back on overseas spending
October 31, 2024
Monaco
BREAKING
Europe
Time to read: 3 min
Insider Sport to provide on-the-ground coverage of SPORTEL Monaco
October 16, 2024
GUYANCOURT , FRANCE, JULY 01, 2015 : Xavier Poncelet ( fra ) During the pro-am of the French Open, European golf tour, July 01, 2015 at The golf National, Guyancourt, France.
BREAKING
Europe
Time to read: 2 min
DP World Tour deepens ties with OlyBet at Open de France
October 11, 2024
BEDMINSTER,NJ-August 9, 2023: Signs greet the LIV Golf Fans at the LIV Golf Tournament held at the Trump National Golf Club in Bedminster,NJ.
BREAKING
Golf
Time to read: 3 min
LIV Golf hires Nike veteran to elevate global communications
October 1, 2024
BREAKING
Europe
Time to read: 10 min
Why the Solheim Cup can help inspire the next generation of female golfers
September 13, 2024
Man putting a golf ball into the hole.
BREAKING
Fan Engagement
Time to read: 3 min
ESPN+ and Peacock pick up PGA Tour’s new influencer golf fixture
July 31, 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
Jimmy Dunne resigns from ‘superfluous’ PGA Tour-PIF merger role 
May 15, 2024
Alfred Dunhill Links Championship Round One at Carnoustie Golf Links, Nicolais Hojgaard drives off the 18th tee.
BREAKING
Golf
Time to read: 3 min
DP World Tour wages war on climate change with spectator tool
May 9, 2024
Tiger Woods hitting golf ball
BREAKING
Golf
Time to read: 3 min
Report: Tiger Woods to receive $100m loyalty reward from PGA Tour
April 25, 2024
credit: Shutterstock
BREAKING
Asia
Time to read: 2 min
TGL announces first three media partners ahead of 2025 launch
April 5, 2024
BREAKING
Europe
Time to read: 2 min
Spotlight signs Racing Post golf show sponsorship with AK Bets
March 27, 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
BREAKING
Basketball
Time to read: 4 min
Consumer interest in women’s sports driving sponsorship to new heights
February 23, 2024
Man putting a golf ball into the hole.
BREAKING
Golf
Time to read: 2 min
New Zealand Open tees up excitement with TAB partnership
February 9, 2024
credit: Shutterstock
BREAKING
Golf
Time to read: 2 min
England Golf & Zellar aim to make golf greener
February 9, 2024
credit: England Golf
BREAKING
Fan Engagement
Time to read: 6 min
Why England Golf is ensuring opportunities for young people to support the sport's next generation
February 6, 2024
Woods driving at PGA TOUR
BREAKING
Golf
Time to read: 3 min
PGA TOUR Enterprises transforms players into equity holders
February 1, 2024
credit: Shutterstock
BREAKING
Golf
Time to read: 2 min
LIV Golf 2024 & 2025 seasons to broadcast on Movistar Plus+
January 30, 2024
Football fans watching a game in a stadium.
BREAKING
Basketball
Time to read: 3 min
NBC partners with Cosm for "Shared Reality" sports matches
January 26, 2024
credit: Shutterstock
BREAKING
Golf
Time to read: 2 min
Sky Sports retains rights for The Open until 2028
January 23, 2024
1 2 3 4 5 … 10
Featured Articles
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
Football clubs in Brazil against betting ban
BREAKING
Features
Time to read: min
Nine Brazilian clubs warn betting ban would push teams into insolvency
September 18, 2026