PointsBet’s Evolution within the Golf Gaming Industry
Sports betting operator PointsBet is revolutionizing the way golf is bet on, giving fans new, invigorating ways to follow and engage with the game.
Through its golf gaming efforts, the Australian bookmaker is focused on cultivating brand awareness, harnessing fan loyalty, and establishing long-term partnerships with fans, sponsors, and players.
PointsBet is one of the most visible brands on PGA Tour broadcasts. The company struck a multi-year extension with the Tour in October 2021 and is the official on-screen provider of tournament odds for NBC and Golf Channel telecasts.
Let’s take a closer look at the progress PointsBet has made in unlocking the boundless potential of golf as a top sport to gamble on.
Relationships with Troon and ClubLink
In January 2022, PointsBet announced a partnership with Troon, a golf and club management company that provides hospitality services. PointsBet is the official sports betting partner of Troon.
PointsBet will utilize Troon’s large-scale social media channels to cultivate fan engagement. It will also host brand activation events at Troon-managed golf facilities across the United States, and PointsBet members can take advantage of playing perks at Troon golf courses.
With betting making an intrusion into nearly every aspect of the sporting experience, PointsBet is enabling regular golfers to place bets from the golf cart. At Troon golf courses, players can scan a QR code on the cart’s GPS device to place a bet on their phone.
PointsBet and Troon will also co-host the PointsBet Cup, a one-of-a-kind event at a luxury Troon property that will see PointsBet VIP customers mingle with PointsBet ambassadors.
ClubLink, the largest owner and operator of golf clubs in Canada, struck a deal with PointsBet Canada earlier this month. PointsBet will become the official gaming provider of ClubLink.
PointsBet Canada has secured several other partnerships with Canadian sports companies, such as Alpine Canada Alpin, Curling Canada, Daily Faceoff, and Maple Leaf Sports & Entertainment.
Emphasis on “Lightning” Betting
In a guest column for Sportico, PointsBet USA CEO Johnny Aitken said that an access to live-betting will be instrumental in empowering golf’s sports betting growth and appeal.
“The key to closing the golf wagering gap and elevating golf as a top betting sport is live, in-play betting and its potential to draw in a new generation of smartphone-wielding sports bettors,” Aitken said.
Providing fans with the opportunity to bet on lighting events, such as individual hole performances, total round score over/under for individual players, and head-to-head round matchups for players, will ensure greater exposure of, and a more committed following toward, professional golfers.
Bets on longest drives, nearest to the pin, and whether or not a player will drain a putt will soon follow, Aitken said.
PointsBet added Paige Spiranac, one of the most visible media personalities in golf, to its team in January 2021.
Spiranac develops original content, creating weekly golf betting segments on Instagram and Twitter.
PointsBet also offers promotions through Spiranac. In June 2021, customers that placed a bet on the sportsbook at any time throughout the month were offered the chance to play a round of golf with the social media personality.
Spiranac has more than three million followers on Instagram and about 570,000 followers on Twitter.
As one of the most influential brands in golf, PointsBet will continue to make key innovations in how the sport is received as an essential piece of the sports betting product.