The WM Phoenix Open could be DraftKings' "most lucrative non-major of the year," according to Theo Mackie of the ARIZONA REPUBLIC. Last year's event took place as Arizona was among 26 states that had not launched sports betting, but in April, the state legislature "passed a bill to legalize the growing pastime." The Phoenix Open is capitalizing on DraftKings' success since sports betting became legal in the state. Because DraftKings is the PGA Tour’s official sports betting partner, the groundwork "was already in place for the multi-faceted partnership that came together once gambling was legalized in Arizona." At TPC Scottsdale, the impact is "impossible to miss." Throughout the course, DraftKings’ logo is "plastered on any open space, most notably between the 10th green and 17th fairway at the Kiva Club," which is now branded as DraftKings Sportsbook at the Kiva Club. Although attendees will not be able to place in-person bets "until a future brick-and-mortar location" opens in '24, DraftKings workers "helped sign people up for their app with promotions, including an offer of free bets if fans could sink a 10-foot putt." Taking place at the same time as the Super Bowl "has its benefits from the tournament’s perspective, as well." In the past, out-of-state attendees of Super Bowls held in Arizona "have often flown into Las Vegas and driven down for the game." Next year, the Super Bowl returns to Glendale. With legalized gambling, organizers hope to "draw some of those fans -- often wealthy celebrities -- to TPC Scottsdale" (ARIZONA REPUBLIC, 2/12).