sports betting firm Simplebet has today (July 12) been announced as the official sports betting innovation partner of the LIV Golf series.

The collaboration will see Simplebet distribute LIV’s real-time competition data to sports betting operators and media platforms worldwide, providing “innovative single-screen in-play wager technology complemented with low latency video streaming in the US and other international markets.”

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The aim is for sports betting firms to soon be able to offer in-play wagering opportunities during LIV events.

Greg Norman, the controversial commissioner and chief executive at LIV Golf, said: “LIV Golf presents a supercharged tournament and fan experience, showcasing a consistent field of the world’s best players competing at the same time under the same conditions. With golf becoming an increasingly popular sport within the multi-billion-dollar sports betting market, our league is proud to work with Simplebet which aligns with our competition model that every shot from every player is meaningful, from start to finish.”

Chris Bevilacqua, chief executive of Simplebet, added: "We’ve revolutionized the way audiences around the world connect with live sports by unlocking fan engagement opportunities, and together with LIV Golf, we will create the new blueprint for how sports leagues can maximize their IP through innovative betting.”

Simplebet’s range of products is currently used by other sports properties such as American football’s NFL, basketball’s NBA, and baseball’s MLB.

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Last week, LIV Golf announced a live-action deal with US airport streaming TV service ReachTV. The LIV Golf London event at Hertfordshire Centurion Club in the UK between July 7 and 9 was consequently aired across more than 2,500 airport screens in the US.

The LIV Golf League continues its inaugural season in West Virginia, US, in August, with the world of golf still reeling from the shock announcement in June that bitter rivals the PGA Tour agreed to merge their commercial operations with the golf businesses of Saudi Arabia’s Public Investment Fund, which funds LIV Golf.