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PGA Tour and The Action Network launch GolfBet content platform

The PGA Tour and US sports betting content platform The Action Network have joined forces to launch golf-focused betting content platform GolfBet.

As part of the relationship, the PGA Tour will provide GolfBet – which is hosted on The Action Network website and app – official footage rights and official Tour data, including ShotLink Tracking.

According to Digiday, Action Network staff will produce content covering topics such as betting strategy and analytics across articles, videos and podcasts. Content will also be distributed across the PGA Tour’s digital channels, as well as the Golf Channel.

The partnership will run through the 2021 PGA Tour season, with both parties sharing in revenues generated from affiliate marketing and advertising. Terms were not disclosed.

Norb Gambuzza, PGA Tour senior vice president of media and gaming, said: “We believe that golf fans and sports bettors alike are in search of a deeper level of information that has not existed until the launch of GolfBet.

“The Action Network is the perfect partner to create this type of content platform to educate and entertain fans about responsible betting on golf while bolstering the overall gaming ecosystem. We are bullish that GolfBet content and the growth of sports betting will drive fan engagement and expand our overall audience.”

The deal represents the latest step by the PGA Tour to try to benefit from the new sports betting landscape in the United States.

Last October, commissioner Jay Monahan said the PGA Tour would look to introduce on-site gambling at its tournaments in the US this year. Monahan did not disclose exactly what betting products might be unveiled, but said they were being developed in partnership with IMG Arena.

In February 2019, the PGA Tour revised its regulations on sponsorship deals with gambling brands, allowing official marketing partnerships and title sponsorships with companies in the daily fantasy sports-related category. Last July, the PGA Tour announced a multi-year content and marketing partnership with DraftKings, designating the Boston-based fantasy sports operator as the Tour’s first official daily fantasy game.

Earlier this month, sports data firm Sportradar announced a multi-year agreement with The Action Network to become its official sports data and content provider. The rebooted XFL recently named The Action Network as its latest sports betting partner.