In reaction to Arizona’s pending entry into the legal US sports betting industry, DraftKings and the PGA TOUR have made plans to expand their existing partnership to address specific marketing opportunities in that state.
State lawmakers recently approved legislation that would legalize daily fantasy sports and sports betting in Arizona. Both the House and Senate came together on the measure and it is awaiting the signature of Gov. Doug Ducey.
Part of this legislation includes a provision that would grant licenses for sportsbooks tied to certain sports organizations. This group includes sports arenas, race tracks and golf courses.
In anticipation of everything being approved as is, DraftKings and the PGA TOUR are looking to leverage their partnership in the state. This includes a premium retail sportsbook at TPC Scottsdale, which is home to the Waste Management Phoenix Open usually covering Super Bowl weekend.
DraftKings’ Chief Business Officer Ezra Kucharz made the following comments as part of a company press release:
“When DraftKings became the first Official Betting Operator of the PGA TOUR last summer, a number of possibilities opened up to innovate together. 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.”
Part of the plan for TPC Scottsdale includes “visually stunning 19th hole” experience. Fans would have access to the venue for year-round sports betting. This would include food and beverage options while watching the games.
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The two parties also plan to work closely with the City of Scottsdale and the Thunderbirds as the host organization of the Phoenix Open to heavily promote this event. Known as ‘The People’s Open’ this is one of the most heavily attended events in professional golf.
Through the expanded partnership with the PGA TOUR, DraftKings will become the exclusive betting partner of the Phoenix Open. This includes co-marketing initiatives and exclusive hospitality packages tied to the golf tournament.
The goal is to position TPC Scottsdale as a “premier global destination for sports bettors and avid golf fans.”
Norb Gambuzza is the Senior Vice President of Media and Gaming at the PGA TOUR. He added the following comments:
“The PGA TOUR commends the State of Arizona and Governor Ducey for their forward thinking approach to legal sports betting. We are thrilled to work with DraftKings – along with the City of Scottsdale and the Thunderbirds – to explore a one-of-a-kind sportsbook experience at TPC Scottsdale and the world-class Waste Management Phoenix Open.”
Along with being the official betting operator of the PGA TOUR, DraftKings holds a similar designation with UFC. The Boston-based company is an authorized gaming operator of the NBA and MLB.
As far as daily fantasy sports, DraftKings is a partner with the NFL, MLB, NASCAR, PGA TOUR and UFC.
The company was recently in the news for its purchase of the Vegas Sports Information Network, Inc (VSiN). This is a multi-platform broadcast and digital media company related to the sports betting industry.
