The PGA Tour and bet365 have announced a three-year content and marketing agreement that sees the British online gambling company the official betting operator of the PGA Tour.
The deal, which runs until 2024, makes bet365 the Tour’s first official betting operator outside of North America with territories including the United Kingdom, Ireland and Australia in addition to Canada.
In the United Kingdom, Ireland and Australia, bet365 will serve as the exclusive source for odds on the leaderboard and player pages on PGATour.COM and on TOURCast, the Tour’s owned platform that allows fans to follow every shot through a 3D rendering of the golf course.
bet365 will further activate the relationship by having a brand presence across PGA Tour media properties. This will include international market inventory such PGATour.com, managed by Warner Bros. Discovery (WBD), and WBD’s own platforms such as Golfdigest.com in the United Kingdom, Ireland, Australia and Canada.
Scott Warfield, Vice President of Gaming at the PGA TOUR, said, "We are excited to work with bet365 to expand the Tour’s sports betting initiatives outside of North America.
"bet365 was the first operator to integrate the Tour’s official in-play betting product and they are poised for tremendous growth being on the forefront of in-play sports betting in golf. The Tour continues to look for opportunities to innovate in new areas with a goal of engaging with fans.”
As part of the agreement, bet365 will have rights in the United Kingdom, Ireland, Australia and Canada to use PGA Tour marks and the rights to advertise within PGA Tour media and partner platforms.
A spokesperson for bet365 said, “The bet365 group are delighted to be working with one of the most iconic brands in global sport. Throughout this partnership with PGA Tour, bet365 will strive to continue delivering a market leading in-play experience to our golf customers, both across our global sites and the PGA Tour platforms.”