PointsBet Inks Strategic, Exclusive Sports Betting Partnership With Golf Superbrand Troon

  • PointsBet gets exclusive marketing access across Troon’s traditional and digital media channels
  • High-level brand activations are planned for hospitality and events at Troon-managed facilities
  • The golf market is lucrative, with around 50% of golfers having a household income of $100,000
  • PointsBet Cup is a high-value event planned for PointsBet VIP customers and ambassadors
Sign at the entrance to Royal Troon
PointsBet has gained access to a lucrative golfing market after inking a strategic, exclusive sports betting partnership with global golf operator Troon. [Image: Shutterstock.com]

Targeting a more affluent market

As US sportsbooks fight tooth-and-nail for vital market share in the congested playing field of major league sports, PointsBet’s freshly-inked partnership with luxury golf course management company Troon is taking another tack, targeting a smaller, yet more affluent market segment.

The world’s largest golf operator took to Twitter on Friday with news of PointsBet’s appointment as Troon’s official and exclusive sports betting partner.

According to a Troon news release, the strategic tie-up is an industry first. Via the deal, PointsBet gets sponsorship rights to the Troon App, plus category exclusivity and marketing access across Troon’s traditional and digital media channels, including print, web, and social.

opportunity for brand activations with an affluent market

Where PointsBet will get the lie of the green on the financial fairway, however, comes through its opportunity for brand activations with an affluent market across hospitality and events at participating Troon-managed facilities. This includes exclusive odds integrations and the hosting of the soon-to-be-announced PointsBet Cup.

According to Golf Digest, PointsBet’s brand activations will help expand the global online gaming operator’s golfer user base, which is highly covetous considering almost 50% of golfers have a household income of $100,000.

Opportunites galore for PointsBet

PointsBet chief commercial officer Eric Foote said the Troon partnership helps take his firm’s connection to golfers “to the next level” via the luxury golfing brand’s “unmatched portfolio of properties and multimedia platforms.”

The Scottsdale, Arizona-based Troon lists over 630 locations around the world, with properties in more than 45 US states and 30 countries. The partnership reinforces PointsBet’s market penetration into golf. In October, PointsBet inked a three-year extension to its partnership with the PGA Tour, which included a series of exclusive marketing and branding add-ons, such as becoming the Tour’s exclusive on-air odds provider and its exclusive free-to-play provider. Through partnerships with The Golf Channel and NBC Sports, Australia-based PointsBet has a highly visible brand presence on golf telecasts.

Troon’ chief development officer Scott Van Newkirk sees cross-selling opportunities for PointsBet because the golf brand’s members and guests are already passionate about sports and gaming. Van Newkirk said in a press release it excited his firm to grow its partnership with “a leader in the online gaming space […] as gaming opportunities increase across the country.”

committed to growing the game and reaching golfers in new and exciting ways”

Four-time PGA Tour winner and NBC analyst Notah Begay III said in his capacity as PointsBet’s global golf ambassador that the deal “makes sense on so many levels.” Begay added it was exciting how PointsBet was forging “creative and constructive partnerships with brands that are committed to growing the game and reaching golfers in new and exciting ways.”

Creative features coming

According to Golf Digest, PointsBet has some neat creative executions up its sleeve. These include custom odds integrations served to Troon members and guests via GPS-equipped golf carts. Golfers can scan a QR code and make a wager using their mobile devices while out on the fairway. A unique experience planned is the PointsBet Cup, where PointsBet VIP customers touchdown on a Troon property for a high-rolling event with PointsBet ambassadors.

The Digest cites Ryan Pensy, PointsBet’s senior director of business development, as seeing the Troon partnership beyond simply engaging golfers only. He said while bettors might not currently wager on golf, they’re most likely a PointsBet customer betting on major league or college sports.

“The opportunity to engage them and activate opportunities in a unique setting like a Troon property is exciting to us.”

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