PGA Tour to Integrate Gambling Related Content in Official Data
PGA Tour is to integrate gambling-related content in official data, sports betting content will be displayed in content provided by the Association
The Professional Golfers’ Association will from next year integrate sports betting information in official data feeds supplied by PGA. The organisation will feature betting-related graphics on-screen and presenters will place more emphasis on discussing odds.
Talking about the need to introduce any changes in a measured way, The PGA Tour’s senior vice president for business development Norb Gambuzza assured that users of the association’s PGA Tour app wouldn’t log-in one day and find “this big giant gaming section talking to you”, he added that they planned to be “cautious” about the changes.
Gambuzza said the changes would come into effect “soon” but wouldn’t give a firm date for the changes, adding that conversations were still taking place internally as to the exact nature of the content. He said;
It involves a lot of people, and we’re putting a lot of thought into it. But we are going to start to move our teams to start presenting some content that has some gambling-related items in it. – Norb Gambuzza, PGA business development SVP.
The PGA SVP said the association wanted to get golf fans more engaged with the betting aspect of the sport before US-facing betting operators have access to official data via the Tour’s proprietary ShotLink system which will be available next year.
A result of a deal struck with IMG Arena, ShotLink will provide customers with official shot-by-shot match and data from all events on the PGA Tour schedule. IMG will collect data from a network of “walking scorers, lasers and greenside cameras”. The company will then use this data to create on-screen graphics, website data as well as being used by the operators to decide odd levels. IMG Arena will also use the information gathered from over 350 volunteers to ensure the integrity of the Tour.
Freddie Longe, managing director at IMG Arena called the sport a “sleeping giant” and said Golf was one of the few major sports that currently doesn’t offer in-play betting markets and the long-term partnership would allow IMG Arena and the PGA Tour to work together to grow the game and to protect the sport. Adding that “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.”
PGA also recently changed its fantasy sports offering, in a deal signed with DraftKings, the operator rebranded its DFS offering to PGA Tour DrafKings Fantasy Golf, and customers of DraftKings received exclusive access to unique PGA content.
The PGA Tour is not the only sport hoping to take advantage of the potentially lucrative American market. In May this year, NASCAR entered a deal with data provider Genius Sports to develop an official betting offering that will be used by legal sportsbooks. Genius Sports will use NASCAR’s official data feed to provide the content that will be used by bookmakers.