PGA Tour announces content, marketing partnership with DraftKings

The PGA Tour has 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.

In February, the PGA Tour revised its regulations on sponsorship deals with gambling brands in light of the changing sports betting landscape in the United States, allowing official marketing partnerships and title sponsorships with companies in the daily fantasy sports-related category.

The Tour said the decision “reflects the changing landscape of public acceptance between sports leagues and legalised gambling”.

As part of the deal, DraftKings’ daily fantasy golf contests will now be branded as “PGA Tour DraftKings Fantasy Golf”, and participants will have the ability to receive real-time video highlights for players in their respective line-ups.

There will also be brand integration into both the PGA Tour and DraftKings content platforms while the two companies will collaborate on a variety of real-time digital product enhancements via the PGA Tour’s advanced tracking system ShotLink.