Bet365 has been named the Official Betting Operator of the PGA Tour, in a content and marketing deal set to last through 2024.
The deal marks the Tour’s first OBO outside of North America, with bet365 offering exclusive odds, leaderboards and player information to fans in the UK, Ireland and Australia.
Bet365 logos and branding will be displayed across the PGA Tour media properties, including Discovery platforms in the UK, Ireland, Australia and Canada.
PGA Tour Gaming VP Scott Warfield 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 at 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.”
According to the terms of the agreement, bet365 will have the rights to use PGA Tour marks, as well as the rights to advertise through both Tour media and its partner platforms.
“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,” said a bet365 spokesperson.
Bet365 was the first sports betting operator to implement the IMG Arena golf betting system, a solution that offers interactive, in-play golf betting to customers.