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PGA Tour teams up with bet365 through 2024

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The online gambling company will represent the Tour as its official betting operator.

The PGA Tour and bet365 have signed a three-year marketing and content agreement. The deal will remain in effect through 2024 and names bet365 as the PGA Tour’s official betting operator (OBO).

Up to now, the PGA Tour has never had an OBO outside of North America. With the new partnership, bet365 will represent the Tour in Canada, as well as in Europe and Australia.  

The online gambling company will be able to utilize the PGA Tour brand in the United Kingdom, Ireland, Australia and Canada as part of the PGA Tour’s official betting operator program. The group will function as the exclusive source for odds on the PGATOUR.com and TOURCast leaderboard and player pages in the UK, Ireland and Australia.

PGA Tour Vice President of Gaming Scott Warfield commented: "We are excited to work with bet365 to expand the Tour’s sports betting initiatives outside of North America. Bet365 was the first operator to integrate the Tour’s official in-play betting product and they are poised for tremendous growth as they are on the forefront of in-play sports betting in golf.

“The Tour continues to look for opportunities to innovate in new areas with a goal of engaging with fans.”

The bet365 group will also have advertising rights within the Tour media and Tour platforms.

A spokesperson for bet365 said: “The bet365 group are delighted to be working with one of the most iconic brands in global sport. Throughout this partnership with PGA Tour, bet365 will strive to continue delivering a market leading in-play experience to our golf customers, both across our global sites and the PGA Tour platforms.”

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