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Golf
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BREAKING
Golf
Time to read: 2 min
U.S Integrity to monitor suspicious gambling activity on LIV Golf bets
January 19, 2024
John Stones playing for England's football team.
BREAKING
Golf
Time to read: 3 min
Top athletes invest in TGL amid APEX’s acquisition
January 11, 2024
Tiger Woods hitting golf ball
BREAKING
Golf
Time to read: 3 min
Tiger Woods and Nike end partnership after 27 years
January 10, 2024
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BREAKING
Features & Analysis
Time to read: 5 min
Rory McIlroy admits he was 'bothered' by LIV golfers' comments after PGA switch
January 4, 2024
PGA phone on a desk
BREAKING
Golf
Time to read: 2 min
Disruption continues as the PGA and LIV Golf merger delayed until 2024
January 3, 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
Data
Time to read: 5 min
PGA Tour, IMG & DraftKings: Why golf is the perfect in-play betting sport
December 18, 2023
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BREAKING
Golf
Time to read: 2 min
The PGA enables FanDuel to make North Carolina sports betting debut
December 12, 2023
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BREAKING
Golf
Time to read: 2 min
PGA Tour enters talks with SSG over potential investment
December 11, 2023
BREAKING
Golf
Time to read: 2 min
Jon Rahm completes transition from the PGA Tour to LIV Golf
December 8, 2023
SportsGrid pens deal with leading golf influencer Paige Sprianac
BREAKING
Golf
Time to read: 2 min
PGA Tour’s Monahan says LIV merger still on track for hole-in-one at the end of the year
December 4, 2023
Sky Sports mic.
BREAKING
Fan Engagement
Time to read: 2 min
Sky Sports secures three more years of top-flight golf with PGA extension
November 17, 2023
BREAKING
Golf
Time to read: 2 min
Rory McIlroy steps down as PGA Tour board member
November 15, 2023
BREAKING
Fan Engagement
Time to read: 2 min
PGA of America to deliver exclusive 5G fan experiences in T-Mobile partnership 
November 10, 2023
BREAKING
Golf
Time to read: 2 min
PGA Tour cuts potential investors list to only five 
November 7, 2023
BREAKING
Golf
Time to read: 2 min
PGA temporarily suspends India and Staiano over wagering breaches 
November 1, 2023
BREAKING
Fan Engagement
Time to read: 3 min
Netflix greenlights racers-golfers showdown to celebrate F1 Las Vegas Grand Prix 
October 18, 2023
Credit: Newcastle United Football Club
BREAKING
Football
Time to read: 2 min
Newcastle Women's & England Golf to poster new growth in women's golf
October 17, 2023
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BREAKING
Golf
Time to read: 2 min
Endeavour CEO Ari Emanuel confirms PGA stake bid
October 16, 2023
Broadcast camera at a sports match with ESPN branding.
BREAKING
Golf
Time to read: 2 min
Inaugural Tiger Woods TGL golf season to be shown on ESPN
October 9, 2023
BREAKING
Golf
Time to read: 2 min
LIV/PGA merger seems inevitable as ‘unsolicited investors’ confirm deal’s epic magnitude
September 29, 2023
BREAKING
Basketball
Time to read: 2 min
Giannis Antetokounmpo invests in TGL’s LAGC to ‘shape the future’ of golf
September 4, 2023
BREAKING
Europe
Time to read: 1 min
OlyBet inks official partnership with Ryder Cup 
August 16, 2023
BREAKING
Golf
Time to read: 3 min
Tiger Woods becomes PGA board member amid LIV Golf merger backlash
August 2, 2023
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