IMG Arena to revitalise “sleeping giant” of golf betting with official PGA data deal

IMG Arena has pledged to overhaul the “sleeping giant” that is golf betting after securing a new deal to distribute official PGA TOUR scoring data.

Under the multi-year agreement, IMG’s revamped betting services and content arm, IMG Arena, will have the exclusive right to distribute official data and live video of PGA Tour competitions to operators.

IMG said it collects scoring data through an “elaborate network “of walking scorers, lasers and greenside cameras, and is developing a “new range of innovative golf products”.

“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.

“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.”

Under the agreement, IMG will also send data to news and sports media companies, and partner with the PGA to monitor and protect the integrity of the game.

“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.

“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.”

The deal is the first major announcement made by IMG Arena after it was officially formed last week.