Emerging Tech, Data & Media

PGA Tour and IMG Arena take partnership global

Expanded deal to see launch of advanced betting product in 2020 Q1.

by Tom Bassam

PGA Tour and IMG Arena take partnership global

The PGA Tour has expanded its multi-year agreement with IMG Arena to include distribution of the US-based golf organisation’s official scoring data to betting operators globally.

The original partnership deal was announced in November 2018, with IMG arena appointed as the PGA Tour’s official data distributor within North America for media and betting purposes across all events. The expanded relationship includes betting sector exclusivity for the delivery of live, shot-by-shot match and event data to global operators.

The PGA Tour’s official data is collected through its proprietary ShotLink system, powered by CDW. With an elaborate network of walking scorers, lasers and greenside cameras, ShotLink collects and distributes a rich set of data points from each shot during the Tour’s events in real time.

The expanded deal is designed to bring to market a ShotLink-powered golf gambling platform for PGA Tour, with the product expected to be available worldwide in legal betting markets by early next year.

“As the sports betting market in the United States evolves, extending our relationship with the PGA Tour is an important next step for IMG Arena,” said Freddie Longe, IMG Arena’s senior vice-president and managing director.

“For the first time, sports fans will have access to shot-by-shot action, from tournaments all-year-round using official PGA Tour ShotLink data. We continue to feel that golf has the audience, interest and following to become one of the leading in-play betting sports globally.”

Ron Price, PGA Tour chief operating officer, added: “The PGA Tour remains focused on safeguarding the sport, growing the game and deepening fan engagement with next-generation solutions. 

“IMG Arenahas proven credentials delivering fast data and live streaming in partnership with official rights holders, and we’re pleased to further extend our existing relationship.”