How sports betting can help golf

Betting on golf may also have been around since the 15^th century, though this can’t quite be proven. What is known is that wagering was around in the 18^th century, but there were restrictions. As golf has gotten more popular in the modern day, it’s become a popular option for fans of sports betting. At the same time, the existence of sports betting has increased golf’s own fan base. Even small amounts of betting still generate huge sums for the industry. For instance, according to an article on the Golf Digest website, punters bet more than $13 billion legally on sports in 2019, but only 1% of this was on golf and that was still around $150 million in bets.

Below is a look at sports betting in golf and how sports can help the sport and also at some of the challenges connected to sports betting.

Understanding how sports betting can support golf

Although in countries such as America, there has been a certain amount of opposition from major associations such as the NBA, the NFL and MLB (who have all eventually warmed to sports betting), it’s clear to see sports betting offers golf and other sports some advantages. Here are a few of them:

Increased engagement

Big golf tournaments such as the US Masters always draw a crowd, but sports betting creates a major opportunity for the sport to connect with new fans and with existing ones. Golf as a fantasy sport is one opportunity that could really capture the attention of fans. Not only will they be following the progress of certain golfers or even of teams of golfers, but they’ll also be studying stats, analysing performances and generally following the sport more closely to see how it affects their betting.

Media partners

Sports betting enables the operators to build partnerships with the media. Some companies have successfully done this, and the media operators have created special content and even been able to offer odds. The media partnerships can help bring golf to a wider audience and increase the support base for the game.

Sponsorship opportunities

Sports betting operators can not only partner up with the media, but also offer sponsorship for events or even for players. Only in recent years has the PGA eventually agreed to allow gambling companies to endorse players. If the company is in the US, they can offer marketing partnerships and title partnerships as long as the primary purpose of the company isn’t sports betting. It’s likely the association understand that gambling companies have their own audiences and can help bring golf to a larger audience.

Naturally, sponsorship will bring new income to the sport, but any questions of integrity could also be answered. Working in sponsorship with the PGA and other golfing associations places the companies under the obligation to raise any issues with the organization. The deal will ensure transparency via the sharing of information.

The challenges facing golf when it comes to sports betting

Clearly, sports betting offers some major opportunities for organizations and players, but golf also faces some challenges it when it comes to sports betting. Here are some of them:

Integrity

As mentioned above, if a company thinks there’s an issue, they have an obligation to raise it with the PGA or the association with which they’ve signed the sponsorship deal. However, there are still integrity issues as there have been cases of sports players accused of manipulating the results of games to accommodate betting interests. Even organizations such as the NFL and NBA have gotten over these fears, however, and have been begun working with sportsbooks in the time since the US Supreme Court made it possible for states to determine for themselves whether they’d allow sports betting or not.

Aware of the issues, the PGA has put in place safeguards to protect the game. Players can’t just go ahead and sign deals. The PGA Tour must approve sponsorships.

Backlash from anti-drugs elements

The change in the PGA’s policy means that some are expecting the addition of partnerships with companies that create marijuana products. The legalized market is growing in the US, with more and more states allowing some form or other to be legal, and some are anticipating the PGA to get on board with this when it comes to sponsorship. If it does, the organization could face some backlash from anti-drugs elements in society.

Sports betting creates huge potential opportunities for golf, and the PGA has already begun to warm slightly to gambling companies as long as their primary purpose isn’t sports betting. Any entry of sports betting into the game will have to be carefully navigated by golf organizations so that they make the most of the opportunities while still overcoming the challenges.