PointsBet US CEO: Topgolf Deal Helps Us ‘Elevate’ The Sports Betting Experience

PointsBet and Topgolf are hitting the links together. But instead of hitting eagles and birdies, this link is connected to NJ sports betting.

The partnership, announced on Wednesday, will bring “premium sports betting experiences to NJ locations.” The deal applies to the Edison and Mt. Laurel Topgolf locations, but not the one at Ocean Resort Casino.

According to the press release, Topgolf guests will be able to enjoy PointsBet-branded bar areas with in-venue media. Plans also call for a dedicated social campaign outreach that will “increase dynamic brand awareness across key demographics.”

Johnny Aitken, CEO of PointsBet US, sees the partnership as fitting for both companies. He elaborated further on the partnership via an interview with NJ Gambling Sites.

“Well first off, Topgolf is widely recognized as a best-in-class brand, and rightfully so. It melds so many elements important to today’s consumer – sports, technology, fitness, camaraderie – and does so with a major focus on customer experience.

“Needless to say there’s a lot of overlap between PointsBet and Topgolf in terms of brand values. So our goal is to further elevate the greater sports and gaming experience for the customers of Topgolf.”

More about the PointsBet + Topgolf deal

Customers visiting the Edison or Mt. Laurel Topgolf locations will experience something beyond working on their follow-through, forward swings, and grip.

The rebranded sports bars will feature PointsBet logos and televisions displaying live odds. As a bonus, PointsBet will offer exclusive signup offers, promotions, and Topgolf rewards to its members, as well as anyone who signs up.

While there will be no on-site betting at Topgolf, that doesn’t mean bets won’t take place. Legal NJ online sports betting is prevalent throughout the state and PointsBet NJ has an app for that.

YuChiang Cheng, Topgolf media president, commented in the release:

“PointsBet is known for its guest-first and premium approach to sports betting, and we’re thrilled that Topgolf guests will be able to participate in this new venture that captures the spirit of competition and fun.

“Partnering with PointsBet aligns our shared purpose of connecting people in meaningful ways to provide year-round sports entertainment to the local community.”

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March Madness + The Masters

Two of the year’s biggest sports events, the NCAA Tournament and The Masters are right around the corner.

March Madness betting is considered one of the biggest events, if not the biggest, in terms of sports betting handle. Topgolf customers can place bets via the PointsBet app.

But in terms of March Madness promotions, both locations will be hosting a $25,000 hole-in-one challenge. Here’s how it will work:

  • On opening weekend of March Madness, all new PointsBet customers who sign up on the day of the event at either venue will have the chance to win $25,000 if they hit a hole-in-one from 150 yards.
  • Existing customers are eligible, too.
  • There will be other great prizes and swag during the weekend.
  • On Final Four Weekend, which doubles as the Saturday leading up to the start of The Masters, PointsBet will run back the $25,000 competition.

Combined, PointsBet via the two Topgolf facilities, could potentially give away as much as $100,000.

For avid golfers and golf fans, The Masters is considered the biggest event of the year. Yes, PointsBet will be offering plenty of odds on this one, too.

Futures on Tiger Woods winning the green jacket are at +900 (along with Jordan Spieth).

Aitken sees the event as a win-win for PointsBet and Topgolf.

“The cross section of sports gaming and golf is already significant, and it’s growing at a rapid pace. The Masters represents one of the crescendos of the US sporting calendar.

“You’d be hard-pressed to find a sports fan who’s not either watching the tournament as a fan or watching it with a betting interest, so it’s really the perfect time to really ramp up the PointsBet-Topgolf union. The premier golf event of the year will serve as the perfect canvas for everything we’ll be doing together.”

NJ sports betting ‘exceeded our expectations’

The FanDuel Sportsbook has top billing when it comes to NJ sports betting at the Meadowlands Racetrack.

But PointsBet, along with FanDuel, both operate online skins under the Meadowlands license. Nevada-based CG Technology announced its partnership with the Meadowlands earlier this month. So, the North Jersey racetrack just a few steps away from New York City is full up on online sportsbooks.

PointsBet launched its NJ mobile sports betting products back on Dec. 11. And so far, Aitken said the results “have definitely exceeded our expectations.”

“We knew there was a strong appetite for legal sports betting in New Jersey and the States as a whole – that’s one of the primary reasons we made US sports a point of emphasis in Australia – but it’s nonetheless been remarkable to see it firsthand.”

In January, NJ sports betting handle was a record $385 million, and the bulk of that was from online sportsbooks. To Aitken, it just shows how big the support for sports and betting in New Jersey really is.

“This region has some of the most passionate and dedicated sports fans anywhere, so to be able to engage them with a product and an experience that resonates has been invigorating.”

Competition brings Good Karma

Of course, PointsBet is one of several late arrivals to the NJ sports betting game, but certainly not the last.

In the last month alone Hard Rock, Resorts Sportsbook, Golden Nugget  Sportsbook and BetAmerica have rolled out their respective mobile sports betting apps.

Hard Rock Atlantic City opened its temporary retail sportsbook just in time for Super Bowl betting.

And the market still hasn’t reached full capacity.

Bet365 and Kindred (Unibet), both under the Hard Rock license, are expected to launch sometime in 2019.

But DraftKings Sportsbook, FanDuel, and William Hill NJ (Caesars NJ) all launched their respective apps prior to the start of the 2018 NFL season. They are currently considered the top three when it comes to NJ sports betting revenue.

Instead of surrendering to the competition, PointsBet NJ sportsbook is taking an outside-the-box approach beyond the Topgolf partnership.

“With the likes of DraftKings, FanDuel and William Hill among the operators who were afforded a significant head start, outside-the-box thinking is critical to our success,” Aitken said.

The “industry-leading” offers and promotions include No Juice SpreadLines on NFL and college basketball games to early payouts on NHLNBA and soccer games.

Then there is the Good Karma Payouts in which a player receives a free bonus equal to your wager that is usually tied into an unexpected or unfortunate event.

This week, for example, PointsBet refunded any Duke or Zion Williamson-related wagers after the star player suffered an unfortunate knee injury against North Carolina. You may have heard about the exploding sneaker incident.

“So yes, thinking outside the box in order to provide unmatched value to our customers is certainly a rallying cry for us,” Aitken said.

Bring on Topgolf, then.

About the Author

Bill Gelman

Bill Gelman is a veteran sports writer based just outside of Philadelphia and not too far from the Jersey Shore. Bill spends time in Atlantic City writing about casino openings and expansions, special events and world championship boxing at Boardwalk Hall. He is now adding NJ sports betting and online gambling to the mix.