This article originally appeared in Sports Business Journal.
The PGA Tour and Bet365 reached a three-year content and marketing agreement through ’24 that includes designation as an official betting operator of the Tour. U.K.-based Bet365 becomes the Tour’s first OBO outside of North America. In the U.K., Ireland and Australia, Bet365 will be the exclusive source for odds on the leaderboard and player pages on PGATour.com and on the TourCast platform. Bet365 will have a brand presence across PGA Tour media properties. The betting brand also will have rights in the U.K., Ireland, Australia and Canada to use PGA Tour marks, rights to advertise within Tour media and Tour partner platforms (PGA Tour).