IMG Arena is the new official sports betting data distributor of the PGA Tour as part a multi-year deal announced on Monday.
IMG Arena will receive the exclusive distribution rights to official statistical data that’s collected through ShotLink, the PGA Tour’s real-time data tracking system. (ShotLink was developed by the PGA Tour’s longtime technology services provider, CDW.) IMG’s newly formed data collection division launched earlier this month and will distribute ShotLink data as well as selected live video from PGA Tour competitions to media companies and regulated sports betting organizations.
“The global sports betting market’s access to official data has revolutionized the in-play sports betting experience,” said Freddie Longe, Managing Director at IMG Arena, in a press release. “We see golf as a sleeping giant. It is one of few major sports that doesn’t yet offer consistent in-play betting markets. The PGA TOUR is an undisputed leader in golf and we feel this long-term partnership will allow us to work hand in hand to grow the game and protect the sport via the launch of a truly innovative digital experience that captures the next generation of sports betting and entertainment.”
This partnership allows IMG to become the exclusive distributor of official real-time data information for sports fans looking to place bets on golf. IMG Arena will work alongside the PGA Tour’s Integrity Program, which was implemented earlier this year to protect the Tour from sports betting related corruption.
“This is a very important step for the PGA TOUR in terms of engaging our fans, serving our players and enhancing our Integrity Program,” said PGA Tour Commissioner Jay Monahan in the press release. “Creating a bigger, more diverse, more engaged fan base around the world is key to any league’s success, and sports betting is part of how we plan to do that.”
SportTechie Takeaway
The NBA paved the way for U.S. professional sports leagues to partner with official data distributor companies for sports betting purposes when the NBA signed a deal with MGM Resorts in July. In October, MGM also became the official betting partner of the NHL. Now that the PGA Tour has tabbed IMG Arena to be the Tour’s official data distributor, IMG could look to sign deals with sports betting platforms.