Written by: Khushi Gupta

Golf was earlier referred to as ‘The Gentleman’s Game’ or even the ‘Game of the Elite’ as a luxury sport open to those who had social status, a respectable reputation and a belonging to an upper-class. Even though women started to play golf professionally over 120 years ago in 1894, it is, even in today’s date not parallel to men’s golf that grows in its popularity. Golf being referred to as a high-class sport, and not being as accessible as one might think it to be, still has a long way to go when it comes to breaking prejudices.

When one combines gambling with a sport, it adds a whole lot of value to it. There is excitement, incredible profits, even loss. What is more is that the sport attracts a great deal of entertainment value, cheap fun, a hobby for those who follow the game but are not able or interested in playing it and what we cannot forget, a chance to make money. When one combines all these things together, a sport automatically gains weight to its name, an increase in popularity and tons of engagement.

Ladies Professional Golf Association (LPGA), founded in 1950, consisted of mostly American women golfers that exceeded 98% of the players, but now it has taken under its wing almost every other nation and has spread to 5 major tournaments for elite female professional golfers. This very association has now struck a deal with IMG Arena Alliance programme, a London based sports betting service, that revolves around the axis of sports betting and sports content, helping with the live streaming and the distribution of data coming from various sport hubs.

This very deal will not only prove to be beneficial to LPGA, but will help uplift the name of Golf itself and popularise ‘women’s golf’ as it will reach more people. Just like the time when in 2020 the television viewership had increased by 21% in the LGPA Tour due to famous players such as Nelly Korda, Danielle Kang, Inbee Park, and many more playing at the LPGA, the deal with IMG Arena will help in a somewhat same increase in viewers and help expand its content reach. As LPGA puts on the forefront the best and the most breath-taking female golfers from all across the world, the deal with IMG Arena will provide them with an increase in ratings owing to IMG Arena’s vast network that includes an initial partnership with Bet365, BoyleSports and Tipsport which will only prove beneficial.

What was once referred to as ‘the gentleman’s game’ will not be walled-off to those who do not belong to the elite class and will push the participation of women in the sport.

After having covered more than 45,000 sports events and working with more than 470 sports books, Max Wright, the SVP Commercial of IMG Arena was “delighted to partner with the LPGA and boost the Golf Event Centre with another elite sports competition.” He adds: “Bringing women’s golf to the Event Centre has long been an ambition of IMG Arena. The LPGA Tour features some of the most talented athletes in the world and weekly tournaments of the finest quality, which will deliver a vast and compelling range of data-led sports betting content for operators and their players.”