IMG Arena scores sports betting distribution rights to PGA Championship
Content hub will live stream two par-3 holes from this week’s tournament.
IMG Arena, a sports betting service and content hub, on Tuesday said it has acquired the sports betting distribution rights to this week’s PGA Championship.
Headquartered in London, IMG Arena delivers live streaming video and data feeds from more than 45,000 sports events annually to 470 sportsbook brands worldwide.
The company said it reached an agreement with the PGA of America and the PGA Tour for the 2021 PGA Championship, contested Thursday through Sunday at The Ocean Course at Kiawah Island Golf Resort, Charleston, South Carolina (pictured).
As part of its offering, IMG Arena will distribute data and live streaming of two par-3 holes via its Golf Event Centre, based on market availability.
The parties said this will enable interactive in-play betting.
Data from the PGA Championship will be collected by ShotLink powered by CDW, the PGA Tour’s proprietary scoring system, which utilizes a network of walking scorers, lasers and greenside cameras.
Max Wright, SVP commercial of IMG Arena, said in a statement, “Golf majors are among the most prestigious events across all sports, so we are very excited to secure this partnership with the PGA of America. The PGA Championship has a reputation for producing dramatic and thrilling moments, making it a perfect addition to the Golf Event Centre for sports bettors to enjoy through our global operator partners.”
PGA of America CEO Seth Waugh added, “This partnership will allow fans to engage with one of our flagship events – the PGA Championship – in ways they have never been able to before. This is truly a new avenue to reach beyond dedicated golf fans and grow interest in the game from a more diverse fan base. We are excited for what this opportunity will bring now and, in the future, especially when the PGA Championship is hosted in states where sports betting is permitted.”
Rick Anderson, chief media officer at the PGA Tour, described IMG Arena’s Golf Event Centre as a “one-of-a-kind sports betting product that delivers a new dimension to the golf experience for fans around the globe.”
In 2020, more than 210 million hours of IMG Arena content was watched by 69 million unique viewers around the globe. IMG Arena’s clients include the ATP, UFC, European Tour, PGA Tour, the FA and Serie A.
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