DraftKings is enhancing its golf offerings behind a new acquisition.
The Boston-based sports betting and fantasy giant has announced the acquisition Dijon Systems Limited, a subsidiary of golf pricing business Mustard Golf. The transaction allows DraftKings to leverage Mustard Golf’s B2B golf betting models and pricing for online betting. It also allows DraftKings to strengthen its live betting capabilities and golf content.
“Golf betting continues to gain traction amongst our players and adding Mustard Systems’ golf technology and its talented golf team will only sharpen our edge in creating an expansive and dynamic golf product offering,” said DraftKings CRO Greg Karamitis. “This deal strengthens our ability to innovate in the golf space and provides us with an opportunity to deliver fresh and exciting options for golf fans.”
Mustard Golf’s advanced data models will allow DraftKings to provide new and more efficient betting markets for an improved and more engaging experience for customers. DraftKings’ investment in golf wagering comes after the company secured a deal in 2019 with the PGA Tour to become the organization’s first official sports betting operator. The partnership provides DraftKings with rights to use PGA Tour trademarks and content.
New properties for DraftKings
The operator’s deal for Dijon Systems follows its recent acquisition of Simplebet.
In August, DraftKings reached an agreement to acquire the micro-betting specialist after receiving approval from each company’s board of directors. The deal, pending regulatory approval, comes after DraftKings purchased a 15% stake in Simplebet three years ago.
Since 2018, Simplebet has provided micro-betting pricing for the NFL, MLB and the NBA. Simplebet has a portfolio of operator partners that includes FanDuel and ESPN Bet.
