The top sports teams, organizations and stars in the United States draw huge sponsorship deals and golf is no different. We have seen the introduction of many online gambling brands in the US in recent years thanks to the changes in legislation regarding online betting. These brands want to get their name out there and what better way to do it then sponsor a well-known sportsman or woman?
Referring back to sports organizations, the Topgolf Entertainment Group is a good example of golf and gambling brands coming together to create a partnership. The global sports entertainment company own over 60 different golf venues across the planet and Toptracer, which is the most used golf ball tracing technology in the world. TopGolf and gambling opertor BetMGM signed a deal last year and both parties will benefit from marketing and promotional offers. BetMGM will run TopGolf promotions and vice versa, meaning both brands will benefit from having their services introduced to new potential clients.
Speaking about the deal, Matt Prevost, BetMGM’s chief revenue officer, said that the company is excited to introduce TopGolf customers to “the immersive sports betting experience that only BetMGM can provide.” He added that “Topgolf is known for offering unique and interactive entertainment options” and that current BetMGM users will now have access to numerous exclusive packages.
Since the U.S. Supreme Court overturned the federal ban in May 2018, leading US golf companies have been keen to get some of the action and that includes the PGA Tour. BetMGM was named an official PGA Tour sports betting operator last summer and there are additional deals in place with PointsBet, DraftKings, and FanDuel. If you are a fan of golf and watch regularly on NBC, you will have noticed PointsBet provide the odds for golf tournaments screened on the channel.
Gambling and golf have already forged strong ties but it is not only the organisations that have teamed up with betting brands. Individual golfers are also taking advantage of the situation in 2020, Bryson DeChambeau signed a sponsorship agreement with DraftKings. The deal means DeChambeau would represent DraftKings via integrated branding, content, marketing, and VIP centric collaborations. DeChambeau will now be a regular face on DraftKings advertising and you will see the DraftKings logo on his attire during golf tournaments.
DeChambeau is not afraid to be different and in signing the deal with DraftKings, he became the first professional golfer to represent a digital sports entertainment and gaming company. While his fellow professional golfers may never adapt the same approach to playing golf as DeChambeau, they are sure to be following suit in terms of online gaming sponsorship deals.
Ryan Moore, a regular on the PGA Tour, has been enjoying the benefits of a sponsorship agreement with Las Vegas’ MGM Resort, a land based casino. However, we are unlikely to see the likes of Bet365 or William Hill sponsoring a golfer on the PGA Tour any time soon as operators who focus on sports betting are currently ineligible to sponsor events or players. This does not include those offering games based on skill and that is where DraftKings and FanDuel have the advantage.