Emerging Tech, Data & Media

LPGA eyes betting market with Genius Sports integrity deal

Sports data and technology company to monitor bets placed on women’s golf events.

by Sam Carp

LPGA eyes betting market with Genius Sports integrity deal

The Ladies Professional Golf Association (LPGA) has teamed up with Genius Sports to implement a sports betting-related monitoring, education and investigation programme.

The integrity partnership will see the sports data technology firm’s monitoring system track global betting activity for all of the LPGA’s competitions to provide the women’s golf tour with regular reports, analysis and betting data, including potentially suspicious gambling patterns.

In addition, the LPGA and Genius Sports will collaborate to develop an educational programme to help players, caddies and officials appropriately respond to incidents of potential betting corruption. The initiative will include educational workshops and e-learning modules that will reinforce the LPGA’s regulations and highlight the potential consequences.

The deal could pave the way for more in-play betting markets around LPGA events. Unlike some other US sports organisations, the women’s golf circuit has not yet signed a major commercial deal with a betting partner, and most wagers on its events are currently placed pre-competition.

"Sports betting is certainly coming and we’ll have to get our hands around it, so we are very excited to establish an integrity strategy in partnership with Genius Sports," said LPGA commissioner Mike Whan. "In this partnership, we will educate our players, protect our sport, and ensure our competition is guarded against any corrupting influences.

“Sports betting may bring another wave of worldwide sports fans to the LPGA, but it will require us to be protected and supported by experts like Genius Sports."

The tie-up adds to Genius Sports’ portfolio of integrity partnerships, which includes deals with golf’s PGA Tour and European Tour, as well as English soccer’s Premier League.

Ben Paterson, integrity operations director at Genius Sports, added: "With the growing focus on why sports integrity matters, the LPGA Tour has taken proactive steps to effectively safeguard its tournaments, members and reputation.”