ESPN Bet Sportsbook may soon be getting a boost they badly need.

This week, the PGA of America announced that it has reached a deal with PENN Entertainment to sponsor the PGA Championship for the next three years. This will allow ESPN Bet to brand and advertise in-tournament during the four-day major tournament. ESPN Bet will be the first sportsbook to partner with one of the PGA’s four major tournaments.

“We are incredibly proud to partner with PENN Entertainment and immerse ESPN BET into the spectator experience throughout the PGA Championship,” says PGA COO Jeff Price. “The added onsite presence of ESPN BET, as well as broadcast and content offerings, will provide spectators with exciting new ways to enjoy and engage with all of the action during the PGA Championship.”

The announcement comes during an uncertain time for PENN and ESPN Bet. The new sportsbook is already available in 18 states but is struggling to gain enough market share. Their numbers are lower than expected, though some can be attributed to their aggressive welcome bonuses. Those will die down as ESPN becomes established in each of their markets, which will give us a better idea of their actual revenue numbers.

While ESPN Bet’s new deal with the PGA Championship is a major victory, it comes at an inauspicious time. State legislatures and the US Congress have begun to consider additional regulations to address an uptick in problem and illegal gambling. 

While the brunt of their focus has been on prop bets, many believe sportsbooks shouldn’t be able to advertise during sporting events. The belief is that it not only tempts viewers and athletes to wager on those events. While some states have enacted certain restrictions, it seems that may soon change.

Michael is an avid sports fan and a veteran bettor from Milwaukee. He learned the trade from his grandfather in Las Vegas as a kid and has turned that into a successful career. He cheers for all Wisconsin pro teams along with his Alma Mater Arizona State. He specializes in baseball betting, but has experience in football, basketball, and hockey as well. When he isn’t pouring over stats, he’s spending time with his two young children.