US Integrity And LIV Golf Ink Sports Betting Integrity Deal

Written By J.R. Duren on January 23, 2024
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Gaming firm US Integrity has announced a partnership with controversial international golf tour LIV Golf. US Integrity will provide LIV with gaming integrity services, which include bet monitoring, compliance (making sure LIV meets integrity regulations), and education.

LIV Golf COO Lawrence Burian said in a US Integrity news release that the partnership ensures LIV Golf meets all the standards required to protect the integrity of bettors and players:

“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.”

How LIV Golf will benefit from US Intergirty’s services

“Integrity” is a word that’s often thrown around in discussions about sports leagues and betting. The term refers to keeping sports performance and betting safe from match-fixing,  irregular betting patterns that suggest rule-breaking, and manipulation of data used to set betting lines and make bets.

While separate oversight tools could address each of these issues, firms typically provide leagues with an all-in-one integrity platform. LIV Golf will employ US Integrity’s ProhiBet all-in-one solution for its integrity monitoring.

ProhiBet tracks the LIV betting and performance universe. US Integrity then analyzes all the data ProhiBet gathers. Through that data, US Integrity performs an in-depth analysis to identify irregularities in:

  • Individual golfer performances
  • Decisions by rules officials
  • Wagering trends

“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,” US Integrity CEO Matt Holt said.

LIV Golf deal expands US Integrity’s impressive portfolio

News of the LIV partnership is another jewel in US Integrity’s crown. The past six months have been busy for the firm. It has signed partnerships with leagues, teams, sportsbook operators, schools, and organizations:

  • December: Circa Sports, Action 24/7, and Tipico
  • November: The NCAA’s Big East, Missouri Valley, and Sun Belt conferences; BYB Extreme Fighting, and Kindbridge Behavioral Health
  • October: BET99, Tulane University, Betano, Betr, and PrizePicks
  • September: Underdog Fantasy, Georgia Tech, SB22, the Mountain West and American Athletic conferences, BetSaracen, Hard Rock Digital, UFC, and Virginia Tech

In addition to the recent partnerships, US Integrity provides services to the NFL, NBA, MLB, NHL, and PGA TOUR. It also works with BetMGM, Caesars Sportsbook, Penn Entertainment, and Hard Rock Sportsbook.

Photo by Richard Washbrooke / LIV Golf via AP Photo
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J.R. Duren

J.R. Duren has covered the gambling beats for more than a dozen states for Catena Media since 2015. His past reporting experience includes two years at the Villages Daily Sun, and he is a first-place winner at the Florida Press Club Excellence in Journalism Contest.

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