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In the zone

THE NEXT GENERATION of Golf DraftKings is the PGA TOUR’s first official Betting Operator, opening the way to deliver a new era for golf and sports betting.

Innovation As the next generation of golf gets underway, technological innovation and progressive adoption of legalized sports betting will be fundamental to its future. Professional golfers themselves even recognize the value of aligning with this industry as Bryson DeChambeau demonstrated by becoming the face of DraftKings golf ahead of last years’ Masters. While this type of mainstream sports betting brand exposure is not yet widespread, the dynamic between sportsbooks and golf has already gotten off to a promising start with DraftKings and the PGA TOUR leading the way. Appeal The PGA TOUR has embraced regulated sports betting, particularly in naming DraftKings as its first “Official Betting Operator” and this validation speaks to both a culture shift and greater level of openness. Golf is steeped in tradition with a dedicated audience, and the PGA TOUR understands the impact of sports betting to broaden appeal and drive engagement for

new segments of consumers. As younger, tech-savvy golf fans begin following the game and adopting mobile sports betting, the PGA TOUR will be well prepared to deliver a contemporary experience and win over potentially lifelong fans. Benefits Mobile sports betting is not the only opportunity to innovate either, as the traditional retail experience also presents fresh possibilities. With regulated sports betting soon arriving in Arizona, DraftKings and the PGA TOUR doubled down once again with a market access deal for retail and mobile sports betting in the state. This includes plans to operate a premium retail sportsbook at TPC Scottsdale where a “19th hole” experience will allow fans to gather year-round to place wagers, watch sports and enjoy quality food and beverage options. The PGA TOUR and DraftKings are working closely with the City of Scottsdale and the Thunderbirds, the host organization of the Waste Management Phoenix Open, to develop the project and maximize economic, tourism and charitable benefits to the local community. Although golf wagering is still early into the front nine of its potential, these steps forward provide a glimpse of the era ahead. Regardless, one thing is for certain: golf has come a long way since Scotland, and excitingly has even further yet to go. www.draftkings.com

images: Vadym Pastukh | Dreamstime

Historians may debate the exact origins of golf, but the lineage of the sport as we know it today can best be traced back to Scotland in the 15th century. Fast forward several centuries, and the modern game of golf is both unchanged by time and yet completely different from anything its ancestors could have imagined.

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