DraftKings boosts golf offering with Mustard Golf acquisition
The deal, DraftKings said, allows it to bring golf pricing capabilities in-house to improve its live golf content. Mustard Golf is a B2B supplier of golf betting models and pricing within the online sports betting segment.
Mustard Golf’s trading team will bring its live betting expertise to DraftKings, particuarly its advanced data models that will enable the operator to introduce new bet types and open additional betting markets for customers.
DraftKings also plans to leverage its own betting technology to strengthen Mustard Golf’s pricing and operations.
Financial terms of the Mustard Golf acquisition agreement have not been disclosed.
“Golf betting continues to gain traction among our players,” said DraftKings’ chief revenue officer, Greg Karamitis. “Adding Mustard Systems’ golf technology and its talented golf team will only sharpen our edge in creating an expansive and dynamic golf product offering,
“This deal strengthens our ability to innovate in the golf space. It provides us with an opportunity to deliver fresh and exciting options for golf fans.”
Another feather in DraftKings’ cap
Mustard Golf becomes the latest business to joins the expanding DraftKings portfolio this year.
In August, DraftKings also brokered a deal to acquire Simplebet, which specialises in micro-market pricing and content for sports betting. Both the DraftKings and Simplebet boards have approved the deal.
Another new addition to the DraftKings family is lottery app Jackpocket, which the group acquired back in May for $750m (£577m/€690m). It is expected to generate up to $340m in additional annual revenue for the company.
DraftKings also agreed to acquireSports IQ Analytics in May. The business uses artificial intelligence and machine learning to provide software solutions for online sports betting.
However DraftKings sold off its Vegas Sports Information Network (VSiN) media business to Musburger Media for an undisclosed price in July.