PointsBet is the latest sportsbook operator to sign a substantial deal with a major golf entity, announcing a partnership with Troon, the world’s largest golf operator, on Friday.

In states where sports betting is permitted, golfers can expect to see PointsBet activations at Troon golf properties in 2022, said Ryan Pensy, senior manager of business development for PointsBet. PointsBet currently has a presence in eight states (New Jersey, Colorado, Illinois, Indiana, Iowa, Michigan, Virginia and West Virginia) with hopes to be in 18 states by the end of 2022 (including New York and Maryland in the near future). Onsite activations at golf facilities will help grow the betting operator’s user base, and with nearly 50% of golfers having a family income of $100,000, there is no doubt that golfers are a coveted group to convert.

PointsBet has planned creative executions including custom odds integrations served to customers via GPS on golf carts at the facilities, allowing a golfer to scan a QR code to place a bet via their smartphone. Perhaps one of the most unique experiences in the industry will be what the company has dubbed the PointsBet Cup, which will bring PointsBet VIP customers to a Troon property like Troon North for a high value event with PointsBet Ambassadors, similar to events organized by other betting operators for its larger customers.

“PointsBet has shown a commitment to the sport of golf through our brand’s investment in the space,” said Eric Foote, Chief Commercial Officer of PointsBet. “This partnership with Troon helps take our relationship with golfers to the next level.”

This decision continues to signal PointsBet’s commitment to growing as a leader in golf. In October, PointsBet signed a multi-year extension to its agreement with the PGA Tour and became the exclusive live odds provider for the PGA Tour. You’ll notice that every 30 minutes or so on a Golf Channel and NBC golf show, viewers will be greeted with a chart containing a leaderboard with live odds via PointsBet or a group’s current match prices.

The company has seen a steady increase in live golf betting and expects this to continue. Although PointsBet is seeing growth in its overall golf betting management, the company is perhaps more enthusiastic about engaging the coveted segment of recreational golfers with opportunities to experience the PointsBet product.

“Even if someone isn’t currently betting on golf, it’s most likely a customer betting on the NFL, NBA, or college sport,” Pensy said. “The opportunity to engage them and activate opportunities in a unique setting like a Troon property is exciting to us.”