Can YouTube Creators Boost Interest in PGA Tour Events?

The PGA Tour believes that YouTube creators can significantly enhance interest in its events.

Introducing the Creator Series

In collaboration with its production partner Pro Shop, the PGA Tour is launching a series of golf competitions this year, termed the “creator series.” This initiative will feature popular golf content creators competing against each other at events associated with Tour competitions.

Event Schedule and Streaming Platforms

The competitions are set to occur at The Players Championship in March, The Truist Championship in May, and the Tour Championship in August. They will be streamed on various platforms, including the PGA Tour YouTube Channel, ESPN+, Peacock, and PGA Tour’s free streaming channels.

Building on Previous Success

Last year, the PGA Tour and Pro Shop tested this concept with The Creator Classic at the Tour Championship, and they plan to expand on that successful model.

Positive Outcomes from Initial Experiment

Chad Mumm, co-founder of Pro Shop, noted, “It started out as an experiment. We did this test run event at the Tour Championship last year with the belief that we could create an event beneficial for both creators and PGA Tour fans. By every metric, it was a massive success.” He also mentioned that this model could serve as a template for other sports leagues. “I just think it’s amazing how much they’ve leaned in and the success that’s followed.”

Participation Expectations

The PGA Tour anticipates participation from over 20 creators, including several returning from last year’s event.

Insights from the PGA Tour

Chris Wandell, PGA Tour’s senior VP of Media, stated, “The inaugural Creator Classic served as a valuable testing ground as we explore new ways to connect with fans and creators. We are pleased with how the initial concept unfolded at the 2024 Tour Championship at East Lake Golf Club.”

Engaging Younger Audiences

The PGA Tour joins other leagues in leveraging creators to engage with Gen Z and Gen Y consumers who may not be tuning into traditional linear TV. For instance, the NFL has partnered with YouTube to allow creators access to games for content production, while the NBA and MLB also collaborate with creators to generate sports-related content.

A New Direction for Creator Competitions

Hosting a creator competition on the same course as professional players represents a novel approach in this genre.

Person

Chad Mumm, Chris Wandell

Company Names

PGA Tour, Pro Shop, ESPN+, Peacock

Titles

The Creator Classic, Creator series, The Players Championship, The Truist Championship, Tour Championship

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