Search
Choose a style
Dark
Light
PIF
LIV Golf dead
BREAKING
Golf
Time to read: 3 min
LIV Golf winding down after BC Partners drops $300m rescue
November 5, 2026
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
Commercial
Time to read: 4 min
LIV Golf agrees lead investor deal after PIF funding exit
August 6, 2026
Newcastle United acquires Leazes Terrace in stadium redevelopment push
BREAKING
Football
Time to read: 3 min
Newcastle United acquires Leazes Terrace in stadium redevelopment push
May 20, 2026
Is LIV Golf about to come to a sudden end?
BREAKING
Comment
Time to read: 4 min
Could LIV Golf be coming to an abrupt end?
April 16, 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.
BREAKING
Broadcasting
Time to read: 3 min
DAZN targets $5bn revenue goal amid streaming battle
October 8, 2025
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
Woods driving at PGA TOUR
BREAKING
Golf
Time to read: 3 min
PGA TOUR Enterprises transforms players into equity holders
February 1, 2024
BREAKING
Europe
Time to read: 2 min
PIF’s noon.com becomes official sleeve sponsor of Newcastle United
June 29, 2022
Detailed view of St James' Park in Newcastle upon Tyne, England.
BREAKING
Integrity
Time to read: 3 min
Newcastle United Saudi takeover flags human rights concerns
October 8, 2021
Most Read
1
LIV Golf 2.0 has a backer, but the players have already given their answer
2
FIFA’s World Cup 2026 ticket and hospitality income reaches $5bn
3
AC Milan and Inter unveil Generali Stadium as San Siro replacement
4
Why Concacaf is ending its SUM commercial partnership
5
Manchester United chaos grows with INEOS club sales 
6
Piracy and Scotland pile pressure on football's 3pm blackout
7
HYROX's 'road to the Olympics' starts with World Triathlon deal
Features
MIAMI, UNITED STATES - May 04, 2025: FIFA President Gianni Infantino, Footballer. Race day for the F1 Miami Grand Prix 2025. infantino
BREAKING
Features
Time to read: min
Democrats’ House win exposes Infantino to Raskin subpoenas
November 5, 2026
LIV Golf player Jon Rahm
BREAKING
Commercial
Time to read: min
LIV Golf 2.0 has a backer, but the players have already given their answer
November 2, 2026
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