The PGA Tour will incorporate BetMGM-supplied live betting odds into its CJ Cup broadcasts, while Bet365 has rolled out a new in-play golf betting product that is turning heads.

On Monday, the PGA Tour announced that this week’s Golf Channel broadcasts of The CJ Cup @ Shadow Creek will feature live betting odds courtesy of Tour partner BetMGM. This marks the first time the Tour is permitting live betting promotion in its television coverage after testing the integration on its digital platforms during August’s Wyndham Championship.  

The Tour inked an official betting partnership with BetMGM in August and the parties seem eager to make the most of this pact. PGA Tour senior VP, Media & Gaming Norb Gambuzza said betting partnerships were all about engaging fans “in new and creative ways” and the Tour hopes to learn some valuable lessons from its CJ Cup experiment.

The BetMGM ‘telecast executions’ will appear twice per hour, offering leaderboards with ‘open’ and ‘current’ odds for tournament winner, along with odds for head-to-head matchups, top finishes, winning margin, wire-to-wire winner, holes-in-one and playoffs.