LIV Golf, a controversial golf league backed by the Saudis, has announced a strategic partnership with Simplebet, a U.S. technology company involved with micro-betting products.
Under the deal, Simplebet will serve as the league’s “official sports betting innovation partner.” Terms weren’t disclosed.
LIV Golf and the PGA Tour are currently in the process of merging under a deal announced in June.
The gambling partnership will see Simplebet distribute the league’s real-time golf competition data to sports betting operators and media platforms globally. The partnership involves low-latency video streaming necessary for live, in-game wagering.
“This is a transcendent moment for the sport, and we are thrilled to serve as the Official Sports Betting Innovation Partner of LIV Golf,” said Simplebet CEO Chris Bevilacqua. “We’ve revolutionized the way audiences around the world connect with live sports by unlocking fan engagement opportunities, and together with LIV Golf, we will create the new blueprint for how sports leagues can maximize their IP through innovative betting.”
According to the announcement, there isn’t yet live betting on LIV Golf events. Simplebet has similar relationships with the NFL, NBA, and MLB. The company, based in NYC with offices in Raleigh, North Carolina, works with the likes of DraftKings, Caesars, and Bet365.
“Developing new ways that golf can progress into the future has been a league tenet since day one,” said Greg Norman, LIV Golf Commissioner and CEO. “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. With golf becoming an increasingly popular sport within the multi-billion-dollar sports betting market, our league is proud to work with Simplebet, which aligns with our competition model that every shot from every player is meaningful, from start to finish.”
In-game betting markets include whether a tee shot will land on a fairway, if a putt will be made, and so on. Those are in addition to traditional bets like the moneyline and player props.