bet365 has secured its presence at the front of pro-golf, becoming the Official Betting Operator of the PGA Tour.
Securing a 3-year partnership through to 2024, the PGA announced that bet365 would serve as its first betting partner outside of the USA.
In its remit, bet365 will serve as the exclusive source for odds on the leaderboard and player pages on PGATour.com and on TOURCast, the PGA’s exclusive media platform that allows fans to follow every shot from each group with a 3D rendering of the golf course.
The first-of-a-kind partnership will cover the territories of the UK, Ireland, Australia and Canada – pro-golf’s most popular markets outside of the US.
“We are excited to work with bet365 to expand the TOUR’s sports betting initiatives outside of North America,” said Scott Warfield, Vice President of Gaming at the PGA Tour.
“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 PGA Tour’s Official Betting Operator program, bet365 will have rights in the United Kingdom, Ireland, Australia and Canada to use PGA Tour marks, rights to advertise within its media and partner platforms.
bet365 commented on the partnership: “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.”
In 2018, following the US Supreme Court’s federal repeal of PASPA, the PGA Tour developed a new integrity program in collaboration.