LPGA and IMG Arena Agree to Official Sports Betting Data Deal

More betting options are coming to the LPGA Tour.

On Monday, the sports betting service and content hub IMG Arena announced it had secured the official sports betting data and live streaming rights to the LPGA Tour. The agreement will improve the presentation of data-led content from the LPGA.

What’s In The Agreement

Starting in early 2022, IMG Arena’s Golf Event Centre will deliver a comprehensive range of real-time, shot-by-shot data and markets. There will also be live streaming and interactive course visualizations from the Tour. Other partners also include Bet365, Boylesports and Tipsport.

“We are delighted to partner with the LPGA and boost the Golf Event Centre with another elite sports competition,” Max Wright, SVP Commercial of IMG Arena, said in a media release. “Bringing women’s golf to the Event Centre has long been an ambition of IMG ARENA. The LPGA Tour features some of the most talented athletes in the world and weekly Tournaments of the finest quality, which will deliver a vast and compelling range of data-led sports betting content for operators and their players.”

IMG Arena works with over 470 sportsbook brands worldwide. The company delivers live streaming video and data feeds for more than 45,000 events annually. The London-based company’s clients include the ATP, UFC, European Tour, PGA Tour, EuroLeague, MLS and the FA.

“IMG Arena is the undoubted leader in producing golf sports betting content, through its game-changing Event Centre,” Brian Carroll, SVP Global Media Distribution, LPGA, said in a media release. “With the full LPGA Tour covered, this is a significant commercial partnership that helps grow the game with thrilling content reaching new audiences and driving fan engagement around the world.”

LPGA Growing Betting Deals

The partnership with IMG Arena is the LPGA’s latest attempt to bolster its relations in the sports betting industry. In May, the LPGA announced a multi-year agreement with BetMGM Sportsbook to become the Tour’s first betting operator and partner.

BetMGM features LPGA betting odds, in addition to the PGA Tour and the European Tour.

“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,” Carroll said in a media release. “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.”

MGM Resorts has a presence on the Tour through sponsor relationships with numerous players include, Danielle Kang, Michelle Wie West, Cristie Kerr, Natalie Gulbis and Anna Nordqvist. The company also partnered with the LPGA Tour for the Bank of Hope LPGA Match Play last year.

“We look forward to working with the LPGA and engaging with its fanbase through our market-leading products,” Matt Prevost, BetMGM chief revenue officer, said in a media release. “BetMGM’s advanced betting technology provides a user-friendly experience for LPGA fans and a myriad of betting options to choose from.”