Golf’s PGA Tour has announced that IMG Arena will be the official data distributor for sports betting for the group under a multi-year partnership deal.

Exclusive distribution rights

As the sports betting industry continues to grow in the United States, the need for data is vital. Professional sports organizations are teaming up with new partners on distribution deals to ensure that data provided to sports betting operators is safe and secure. The latest partnership deal regarding sports betting data involves the PGA Tour and IMG Arena, a sports betting company based in London. IMG Arena is a new segment of the IMG company, working with over 250 sportsbooks operators worldwide, providing several services including 24/7 live streaming.

IMG Arena will have exclusive distribution rights to PGA Tour data, using ShotLink, the real-time data tracking system of the PGA, as a source of information. CDW, the technology services provider of the PGA, developed the data tracking system.

IMG will be using its new division, which is dedicated to data collection, to distribute data from ShotLink along with live video from competitions on the tour to regulated organizations that offer sports betting and media companies. The ShotLink system collects data from events. Greenside cameras, lasers, and walking scorers are combined to collect data after each shot.

Integrity of the sport

As the exclusive distributor of real-time data for the tour, IMG Arena will be providing information that will be used by sports fans who want to bet on golf. The sport’s integrity is important and IMG will be assisted by an integrity program created by the PGA Tour to help maintain the sport’s integrity.

The tour created an integrity program earlier this year, as a form of protection from corruption related to sports betting. IMG Arena will work with the program while distributing real-time data to sports betting operators. IMG Arena will provide data protection and security to help prevent the unauthorized use of information.

IMG Arena Managing Director Freddie Longe said: “The global sports betting market’s access to official data has revolutionized the in-play sports betting experience. 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 sports via the launch of truly innovative digital experience that captures the next generation of sports betting and entertainment.”