US Integrity and LIV Golf join forces for gaming integrity and compliance
Sports protection services firm US Integrity has entered into a formal partnership with LIV Golf, the golf tour backed by Saudi Arabia’s Public Investment Fund (PIF). The collaboration will focus on gaming integrity monitoring, compliance and education.
As part of the agreement, LIV Golf will be granted access to ProhiBet, a cutting-edge technology designed to identify prohibited gaming behaviour, developed in collaboration with technology firm Odds On Compliance.
“This partnership with US Integrity is critical as we enhance our presence in the sports gaming space,” said Lawrence Burian, Chief Operating Officer of LIV Golf.
“Establishing the highest standards in all aspects of our competition processes and operations is of primary importance to LIV Golf.
“Similar to many top sports leagues, working with industry-leading partners like US Integrity demonstrates our commitment to ensuring gaming integrity within our sport.”
Matt Holt, founder and CEO of US Integrity, added, “We are excited to collaborate with LIV Golf. Combining ProhiBet’s cutting-edge encrypted data transfer system with LIV Golf’s commitment to preserving sports integrity will enhance the transparency and reliability of their sports betting operations.”
This partnership mirrors a similar deal US Integrity has with the PGA Tour, signed last year as part of an expanded PGA Tour Integrity Program launched in 2018.
LIV Golf, despite facing controversy and criticism for its association with Saudi Arabia’s Public Investment Fund, continues to expand. In November 2023, the tour unveiled the calendar for its 2024 regular season, including a historic visit to Las Vegas and the second edition of an Adelaide-hosted tournament.
The tour is broadcast on the CW network in the US, following a multi-year media rights deal secured in January 2023. This deal, though ending the long search for a US broadcast partner, received condemnation from various parties, including the National Press Club professional organisation, due to concerns about LIV Golf being perceived as a sportswashing project.
In Australia, 7Plus streams all LIV Golf tournaments.
Recent reports suggested that LIV Golf might be shut down in favour of the PGA Tour after a proposed merger. The bitter dispute between the PGA Tour and LIV Golf concluded with a deal earlier this year, involving the US tour, the DP World Tour (formerly the European Tour) and Saudi Arabia’s sovereign wealth Public Investment Fund.
The US Senate is currently investigating this partnership, issuing subpoenas to PIF’s US subsidiaries for documents related to the “framework agreement” and “related investments throughout the US.” The agreement outlines the combination of for-profit assets into a new subsidiary called NewCo, with PIF making a minority investment into the entity after evaluating the assets.
