The PGA TOUR recently announced a three-year content and marketing deal with bet365, the first official betting operator outside North America. The agreement gives bet365 the rights to market PGA TOUR events on its websites, as well as use the brand’s marks in its advertising campaigns and media partners.
Official sports betting partnerships are a growing trend in the industry. These partnerships provide the industry’s biggest movers and shakers with the opportunity to join forces. These partnerships are not just one-off deals, but massive portfolios of long-term relationships. DraftKings, for example, is one of the industry leaders and has partnered with numerous sports organizations, including NBA and NHL. The company has expanded its presence in multiple states while increasing its reach.
In the US, the popularity of sports betting has been increasing in recent years. Since the Supreme Court’s ruling in May, seven states have legalized sports betting and more are expected to do so this year. Many sports leagues, including the NFL, have expressed concerns that legalized betting threatens the moral fiber of the game. But New Orleans Saints fans disagree.
Sports betting is also legal in Illinois. Any person over 21 can place a bet. The state’s Gaming Board has approved more than one online sportsbook in the state. As a result, players can now place bets on their favorite games on the go by downloading an app. Several mobile sportsbooks have launched in Illinois, including DraftKings, FanDuel, and BetRivers.