Prominent gaming company DraftKings has expanded its existing content and marketing partnership with the PGA Tour, folding betting rights into the alignment.
The multiyear deal now designates DraftKings as the PGA Tour’s first official betting operator, adding to official daily fantasy game rights included in the original deal struck a year ago.
“The PGA Tour couldn’t be more pleased with growing our collaboration with DraftKings, said Norb Gambuzza, PGA Tour senior vice president of media and gaming. “The [growth] in consumption and fan engagement we have seen over the last year in our DraftKings Daily Fantasy games has been tremendous.
“The expansion of the relationship to now include sports betting is a natural evolution and one which fully sports and promotes the PGA Tour’s objectives of reaching and engaging new segments of fans while introducing them to our players, tournaments, and media platforms.”
The betting rights are not exclusive, and DraftKings is the first in what the PGA Tour intends to build out as an official betting operator program. The company will gain use of official PGA Tour trademarks, content and video rights within DraftKings’ Sportbook offering including highlights distribution, and will advertise within PGA Tour media and partner platforms.
The PGA Tour was among the first major US sports entities to return to action amid the Covid-19 pandemic, and golf now ranks as DraftKings’ fourth most popular sport in terms of sports betting.
“Golf has been an especially important outlet for fan engagement over these past few months, and this latest collaboration is a significant step for both the golf and gaming industries,” said Ezra Kucharz, DraftKings chief business officer.
DraftKings became a publicly traded company in April following a three-way merger with special purpose acquisition company Diamond Eagle Acquisition Corp. and gaming technology provider SBTech.