ESPN Bet strikes seminal deal with PGA in golfing major first

Article by : Charles Perrin May 9, 2024

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The PGA and ESPN Bet have joined forces in a seminal multi- year sports betting deal for the PGA Championship.

Indeed, ESPN Bet will become the official sports betting partner for the PGA Championship that gets underway next week at the Valhalla Club in Louisville, Kentucky, and it represents the first time a men’s golfing major has had a significant iGaming presence.

The deal runs through until 2026, and the PGA Championship will be contested in legal wagering states for the duration of the agreement.

Signalling a statement of intent on the PGA’s behalf, the organization is embracing sports betting more than ever before. As the PGA Championship moves venues year to year, there will be no brick-and-mortar sportsbook tied to the deal.

Nevertheless, ESPN Bet will set up a hospitality tent adjacent to the green on the 13th hole, serving ESPN Bet customers beverages, as well as enabling them to use a VR golf simulator, and receive special betting offers.

The scope of the partnership will see ESPN Bet integrated into television coverage of the PGA Championship on ESPN networks through sharing odds and detailed insights, while the event itself will be fronted by NBC.

Reacting to the deal, Jeff Price, PGA of America Chief Commercial Officer, said: “The added onsite presence of ESPN Bet as well as broadcasting and content offerings will provide spectators with exciting new ways to enjoy and engage with all the action during the PGA Championship.”

Jason Birney, Vice President of Operations for ESPN Bet’s parent company, PENN Entertainment, also struck a similar tone.

He said: “We’re pleased to be PGA of America’s first ever gaming partner and align ESPN Bet with this prestigious men’s golf major.

“We look forward to accessing highly engaging touchpoints to bring ESPN Bet as well as broadcast and content offerings will provide spectators with exciting new ways to enjoy and engage with all of the action during the PGA Championship.”

The news of the deal comes off the back of a relatively rough earnings report for PENN Entertainment in the wake of the ESPN Bet launch, and there had been some “bumps in the road” in the first few months.

However, the recent appointment of Aaron LeBerge was designed to iron out any foibles in the ESPN Bet app.

In the wider context of things, the PGA’s foray into betting should not be understated, and this could be the start of great things to come between them and ESPN Bet.