EDISON, N.J. – In one of the first deals of its kind, world-famous driving range Topgolf and international sportsbook operator PointsBet, announced a partnership today. The deal is only limited to Topgolf’s two New Jersey locations, where sports betting has been legal in the state since June of last year.
Topgolf plans on renovating space at their facilities to include new oddsboards and more TVs to show the biggest games so that bettors can feel like they are at a physical sportsbook.
However, there is a catch. Topgolf itself won’t be accepting sports bets, instead, they will allow customers to use their mobile devices to access whatever online sports wagering platforms they want. There are currently 13 mobile apps and counting in N.J., but this deal will incentive Topgolf’s customers to use PointsBet.
“The PointsBet-branded bar areas with live game odds and the opportunity to unlock special offers and rewards for downloading the PointsBet mobile app, will be the essential hub for fans to experience a new, one-of-a-kind VIP betting experience,” said PointsBet U.S. CEO Johnny Aitken.
Why This Deal Makes Sense
The New Jersey sports gambling market has seen steady growth since its legalization. This past January even saw the highest total handle in the state yet, capping off at around $385 million in total wagers, 80% of which came from mobile devices.
PointsBet, an Australian sportsbook, partnered with Meadowlands Racetrack in order to obtain a New Jersey online sports betting license just last month.
The sports wagering market in N.J. was already crowded by the time they joined, so they are currently trying to establish a presence in the U.S. According to Aitken, they could benefit from advertising their online platform at “two of the most trafficked entertainment venues in the states.”
Topgolf also stands to gain an entirely new customer base and a chance to rebrand itself.
“This helps highlight that we are a sports bar, not just a place to hit some golf balls,” said YuChiang Cheng, president of Topgolf Media.
What This Means For Sports And Entertainment Franchises
As for Topgolf’s future sports betting endeavors, this partnership may signify interest to strike similar deals at their other U.S. properties. Topgolf has locations in all 50 states, but only eight currently allow residents to bet on sports—even fewer allow for online sports wagering.
The franchise has no intentions of trying to gain a sportsbook license but may still partner with operators in other states to feature a similar type of offering to its customers.
Other major chains may also take notes from this deal. Last year, Buffalo Wild Wings was exploring a means to offer sports betting at its various locations across the U.S. While they were unable to house their own sportsbooks, this deal could present a potential model that they would want to emulate.
– In his career, Hasan has worked both local and state government positions—including the Attorney General’s Office in Florida. On top of being familiar with the legislative process, he has also been researching and writing on the legality of sports betting across the US. Outside of work you’ll most likely find him producing or playing music, playing sports, or working on creative writing projects. You’ll also catch him at Doak Campbell Stadium cheering on the Noles.