Sportsbook operator bet365 has agreed to a three-year content and marketing agreement with the PGA Tour, becoming an official betting partner of the golf competition.
On a deal through 2024, bet365 is the PGA Tour’s first international partner outside of North America with territories including the UK, Ireland, and Australia in addition to Canada.
Under the terms of the agreement, bet365 will be the exclusive source for odds on the leaderboard and player pages on pgatour.com and on TourCast, a platform that produces a 3D rendering of the golf course to allow fans to follow every shot from each group.
The sportsbook will also have a brand presence across PGA Tour media properties, including on international market inventory on pgatour.com, managed by Warner Bros Discovery (WBD), as well as on WBD platforms such as Golfdigest.com.
“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 an official betting partner of the PGA Tour, bet365 will have rights to use PGA Tour marks, as well as rights to advertise within Tour media and partner platforms.
A bet365 spokesperson added: “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.”
