Micro-betting specialist Simplebet has entered into a strategic partnership with LIV Golf, the new professional golf tour that debuted last year.
Under the deal, Simplebet will serve as the official sports betting innovation partner of LIV Golf.
Simplebet will distribute the league’s real-time competition data to sports betting operators and media platforms worldwide. This will allow for single-screen in-play wager technology, complemented with low latency video streaming.
The arrangement will allow fans to engage with the tournament from start to finish, with the option to place a range of bets.
“This is a transcendent moment for the sport,” Simplebet chief executive Chris Bevilacqua said. “We are thrilled to serve as the official sports betting innovation partner of LIV Golf.
“We’ve revolutionised the way audiences around the world connect with live sports by unlocking fan engagement opportunities. Together with LIV Golf, we will create the new blueprint for how sports leagues can maximise IP through innovative betting.”
LIV Golf commissioner and chief executive Greg Norman added: “Developing new ways that golf can progress into the future has been a league tenet since day one.
“LIV Golf presents a supercharged tournament and fan experience showcasing a consistent field of the world’s best players competing at the same time under the same conditions.
“Golf is becoming an increasingly popular sport within the multi-billion-dollar sports betting market. We’re proud to work with Simplebet, which aligns with our competition model that every shot from every player is meaningful.”
Potential PGA Tour merger
The deal comes after last month it was announced that LIV Golf could join forces with golf’s traditional PGA Tour.
Saudi Arabia’s Public Investment Fund (PIF), which runs LIV Golf, agreed to merge with the PGA Tour and DP World Tour. This would allow for common ownership, ending all pending litigation related to the breakaway LIV Golf tour.
The agreement would combine PIF’s golf commercial businesses and rights with those of the PGA Tour and DP World Tour.
This came after 18 months of turbulence following PIF’s investment in LIV Golf and the hosting of the first invitational event. A host of players from both the PGA Tour and DP World Tour committed to LIV Golf.