The LPGA is joining the PGA Tour moving forward in the sportsbook partnership realm, agreeing on a multi-year deal with BetMGM.
Under the terms of the contract, announced on Wednesday, the sports betting and digital gaming company will be an official betting operator and partner of the LPGA Tour.
The announcement last week came almost three years to the day since the U.S. Supreme Court overturned the ban on single-event wagering outside of Nevada, giving states the power to legalize sports betting.
Betting odds from LPGA events will now become features on the BetMGM menu, alongside the PGA Tour, the European Tour and other global leagues and sporting events.
BetMGM will be able to use the “Official Tour Partner” logo for its ads, promotions and as an enhanced marketing tool for its sports betting products and services.
“As a leading sports and entertainment company and already a supporter of women’s golf, BetMGM is uniquely positioned to join the LPGA family as an Official Betting Operator,” said Brian Carroll, senior vice president of global media distribution for the LPGA.
“Sports betting and digital gaming are key elements of the future of sports, and BetMGM is on the forefront of both opportunities. We are happy to partner with them as we look to provide more opportunities for our fans to interact with the LPGA and learn about our incredible athletes.”
As agreements with pro sports leagues and existing sports franchises rapidly become signed, BetMGM is ensuring a high-visibility role in the expansion of sports betting.
“We look forward to working with the LPGA and engaging with its fanbase through our market-leading products,” said Matt Prevost, BetMGM chief revenue officer. “BetMGM’s advanced betting technology provides a user-friendly experience for LPGA fans and a myriad of betting options to choose from.”
Last month, the PGA Tour announced its intention to partner with DraftKings for an on-site sportsbook at the TPC Scottsdale, home of the most highly attended PGA tournament – the Waste Management Phoenix Open.
Financial terms were not clarified, including the distribution of revenue from the sportsbook.
"'The People's Open' is one of the most attended events in golf and with this announcement we look forward to taking the fan experience to another level," Norb Gambuzza, the PGA Tour’s senior vice president of media and gaming, said in a release at the time.
That agreement, with DraftKings, was reached following months of negotiations with other betting operators, according to Golf Digest.
“This is a definitive step forward. Some of the steps forward we take in this space are small and incremental… this one is full stride,” Gambuzza told Golf Digest.
Ezra Kucharz, chief business officer at DraftKings, described the PGA deal: “This momentous effort to pursue a first-of-its-kind sportsbook with the PGA Tour is a testament to the vision of both organizations that we believe will ultimately benefit Arizona sports fans who want to legally bet on sports.”
As for the benefits of the LPGA deal with BetMGM, the sportsbook, via its relationship with MGM Resorts, has access to existing sponsor relationships with several leading LPGA Tour players, including Natalie Gulbis, Danielle Kang, Cristie Kerr, Alison Lee, Anna Nordqvist and Michelle Wie West.
"MGM Resorts’ commitment to golf is unparalleled and is further strengthened by our new partnership with the LPGA Tour,” said Lance Evans, MGM Resorts' senior vice president for sports and sponsorships.
“The LPGA features some of the world’s greatest athletes, several of whom are MGM Resorts golf ambassadors. In collaboration with BetMGM, we look forward to creating engaging content and experiences for sports fans and our guests.”
Earlier this year, MGM Resorts partnered with the LPGA Tour for the Bank of Hope LPGA Match-Play Hosted by Shadow Creek, the LPGA Tour’s first match-play event since 2017.
The LPGA is the world’s leading professional golf organization for women. Founded in 1950, the association boasts more than 2,300 members representing more than 30 countries.