The PGA is embracing sports betting more than ever before, tapping ESPN Bet as the official sports betting partner of next weekend’s PGA Championship event at Valhalla Golf Club in Louisville, KY. It is the first time a major golf tournament has had an official sports betting sponsor. The deal runs through 2026.
“We are incredibly proud to partner with PENN Entertainment and immerse ESPN BET into the spectator experience throughout the PGA Championship,” said PGA of America Chief Commercial Officer Jeff Price. “The added onsite presence of ESPN BET as well as broadcast and content offerings will provide spectators with exciting new ways to enjoy and engage with all of the action during the PGA Championship.”
The on-site presence Price referenced includes the ESPN Bet Member’s Lounge. The activation will be adjacent to the green on the 13th hole and will offer a hospitality area to ESPN Bet account holders. Customers can take advantage of beverages, covered seating and a VR golf simulator.
“We’re pleased to be the PGA of America’s first-ever gaming partner and align ESPN BET with this prestigious men’s golf major,” added PENN Interactive Vice President of Operations Jason Birney. “We look forward to accessing highly engaging touchpoints to bring ESPN BET onto the course and into the PGA Championship broadcast on ESPN. With the PGA Championship set to take place in states where ESPN BET operates through 2026, this partnership provides us with a great opportunity to interact with and engage golf fans.”
The scope of the partnerships also includes integrations into the television coverage of the event on ESPN networks. The tournament itself is set to broadcast on NBC.
The news comes shortly after a relatively rough earnings report for Penn Entertainment. During the earnings call, Penn CEO Jay Snowden admitted there have been bumps in the road for the switch the ESPN Bet and its subsequent launch. He did say the companies are going to do a better job of creating a more seamless integration across ESPN media offerings and ESPN Bet.
The criticism of ESPN Bet even trickled over the ESPN airwaves, with Pat McAfee mocking the app’s performance on his self-named show.
