Sports betting and fantasy sports operator DraftKings has been selected as the PGA Tour’s first daily fantasy sports partner.
The multi-year content and marketing agreement will see DraftKings brand its daily fantasy golf contests as PGA Tour DraftKings Fantasy Golf, with fans able to win cash prizes as well as an array of PGA Tour prizes in the future.
The agreement follows a change in the PGA Tour's policy to allow official marketing partnerships and title sponsorships with fantasy sports operators.
The offerings include Classic contests where fans choose six players each week on the PGA Tour for their fantasy team within a designated salary cap. Showdown contests are also available, which require players to compile a team of six while staying under the designated salary cap for a single round of a tournament. Players also have the option to compete with other PGA Tour fans or in private customizable contests with friends and colleagues.
“We are excited to partner with DraftKings, an industry leader in innovation and fan engagement, in this groundbreaking step for the PGA Tour,” said Luis Goicouria, senior vice president media of the PGA Tour. “The partnership with DraftKings provides the Tour with a unique opportunity to innovate in a new industry and to further engage our fans.”
As part of the deal, PGA Tour DraftKings Fantasy Golf players will receive real-time video highlights of players in their respective lineups. Other elements of the partnership will create expanded Draft Fantasy Sports specific content offerings, as well as allowing for brand integration in both the PGA Tour and DraftKings platforms.
The PGA Tour and DraftKings will also collaborate on a variety of real-time product enhancements via the PGA Tour’s proprietary ShotLink powered by CDW data feed.
“Golf continues to grow in popularity among DFS players globally at DraftKings and is our fourth-largest sport in terms of engagement, out of 15 total offerings.” said DraftKings chief business officer Ezra Kucharz. “Our partnership with the PGA Tour signals a mutual commitment to excellence in customer experience along with a new era in golf fandom and engagement.”
The PGA Tour will continue to run its own free-to-play fantasy games, including PGA Tour Fantasy Golf, PGA Tour One&Done, and PGA Tour Champions One&Done.