The PGA Tour has unveiled its new data distribution link-up with IMG Arena, which will see the firm provide official scoring data and for both the media and sports betting industries.

Under the terms of the “significant multi-year agreement” IMG is to distribute official data to global sports media companies, news services and media organisations, whilst also holding exclusive rights to distribute official data, as well as selected live video, of PGA Tour events to international regulated sports betting and gaming markets.

Collected through its ShotLink system, utilising a network of walking scorers, lasers and green-side cameras, it collects and distributes data points from each shot in competition in real time.

IMG’s leading sports betting service and content hub is to use this data to develop and deploy “a range of innovative golf products,” thus enabling fans to experience “new and exciting ways to enjoy the sport”.

“This is a very important step for the PGA Tour in terms of engaging our fans, serving our players and enhancing our Integrity Program,” stated PGA Tour Commissioner Jay Monahan. “Creating a bigger, more diverse, more engaged fan base around the world is key to any league’s success, and sports betting is part of how we plan to do that.”

Furthermore, IMG Arena is to also supports the PGA Tour’s Integrity Program, implemented in order to protect the sport from betting related corruption.

The firm is to have responsibility for providing security and data protection, as well as making sure controls are in place to prevent the unauthorised use of information by outlets licensing data.

Freddie Longe, MD at IMG Arena, added: “The global sports betting market’s access to official data has revolutionised the in-play sports betting experience.

“We see golf as a sleeping giant. It is one of few major sports that doesn’t yet offer consistent in-play betting markets.

“The PGA Tour is an undisputed leader in golf, and we feel this long-term partnership will allow us to work hand in hand to grow the game and protect the sport, via the launch of a truly innovative digital experience, that captures the next generation of sports betting and entertainment.”