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Justin Thomas Becomes 1st Athlete to Sign With Fanatics Underscoreg

Davis Isabela

Updated as of May 15, 2024 at 11:35 PM EDT, this article is a 2 minute and 10 second read. For more information, check out the Twitter and Google News links provided.

Justin Thomas plays a shot during his final practice round prior to the 2024 PGA Championship, as we discuss Justin Thomas signing with Fanatics Underscoreg.
Justin Thomas plays a shot during his final practice round prior to the 2024 PGA Championship at Valhalla Golf Club on May 15, 2024 in Louisville, Ky. Photo by David Cannon/Getty Images via AFP.

Fanatics and professional golfer Justin Thomas have officially partnered before this weekend’s PGA Championship in Louisville, Kentucky. This collaboration demonstrates Fanatics’ strategy to increase its presence in Kentucky’s sports betting market leading up to the second major tournament of the year.

Just days before the tournament returns to his home state of Kentucky, Thomas has become the first “official sports betting partner” for one of the top sports betting sites in the U.S. market. He previously won the PGA Championship in 2017 and 2022, but the tournament has not been held in Kentucky since 2014.

Users who take advantage of the Fanatics promo code will find a wider range of golf betting options available. The sportsbook aims to rival top golf betting sites and capture a larger portion of the market from other Kentucky sportsbook apps.

Ari Borod, chief business officer at Fanatics Betting and Gaming, expressed excitement in a press release on Tuesday about Justin Thomas, a prominent figure in golf and a great representative of the sport, returning to his home state of Kentucky to compete for his third PGA Championship. Borod stated that the Fanatics family is thrilled to partner with Thomas for this event.

Some details on the partnership

As previously noted, Thomas is the inaugural athlete partner for the Fanatics Underscoreg brand. He will serve as a prominent figure for Fanatics Underscoreg, playing a significant role in promoting and showcasing the company’s latest product developments.

The expectation is for him to play a role in Fanatics’ social media projects and contribute to the development of fresh content. Additionally, he is required to interact with the Fanatics community throughout the upcoming year.

Thomas expressed his excitement about being the inaugural partner of Fanatics Underscoreg. As a huge sports fan, he is eager to participate in the world of Fanatics and connect with their customers in various sports like football, basketball, and golf.

Fanatics is currently enhancing its golf betting experience, and Thomas appears to be the perfect fit for the company at this moment.

The Fanatics press release emphasized enhancements such as:

  • “Data Visualization: Fanatics Underscoreg now offers an enhanced live event center with shot-by-shot data, leaderboard tracking and course maps directly in the app.”
  • “Odds Factory: Fanatics Underscoreg has fully integrated Odds Factory from Banach Technology to enhance our golf offerings, which means more betting markets, improved uptime and faster settlement speeds.”
  • “Coming Soon: Customers will be able to stream select Par 3 holes in the app.”

Fanatics on fire

Fanatics has been diligently transitioning its Fanatics Underscoreg platform to the former PointsBet locations nationwide. It has been one year since Fanatics purchased PointsBet and all of its assets for $225 million in May 2023.

Last month, the sportsbook completed its transition away from the former PointsBet branding by entering the New Jersey sports betting market, making it the final of 20 states to do so.

Fanatics has surpassed PointsBet in market share in several major legal sports betting states, including some of the largest jurisdictions in the country. The company is aiming to increase its share among the top sports betting apps.

Fanatics Underscoreg is offering an additional incentive for fans to sign up for the Thomas endorsement and place a wager on the PGA Championship. Bettors who choose the winner of the tournament will receive “FanCash Rewards” for each birdie recorded in the first round.

Written By:
Davis Isabela
Davis Isabela is the Editor-in-Chief of Underscoreg Review. He has been a writer, reporter and editor for more than 20 years, and his work has appeared in more than 200 publications across North America. His first book, “100 Greatest Canadian Sports Moments”, was a hardcover best-seller in Canada in 2008. He has written more than 50 sportsbook reviews and dozens of other sportsbook-related content articles. James has also been quoted as a sports betting expert in USA Today and Sports Illustrated.