The PGA Tour Partners with Top Golf Creators for the Creator Council to Connect with the Next Generation of Golf Fans
PGA Tour Creator Council
The PGA Tour is looking to attract new audiences by turning to creators for help.
It has recently announced the launch of a Creator Council—a group of content creators who will collaborate with the PGA Tour’s media, marketing, and communications teams to develop strategies for content development and fan engagement.
Meet the PGA Tour Creator Council
The Creator Council includes 10 prominent names in the golf creator space, such as Bob Does Sports, Bryan Bros Golf, Erik Anders Lang, Fore Play/Barstool Sports, No Laying Up, Paige Spiranac, Roger Steele, and Tisha Alyn.
Starting in January, the group will meet monthly to focus on initiatives like:
Fan engagement strategies
Collaborative content opportunities
PGA Tour media regulations
Event and broadcast enhancements
The evolution of the Creator Classic
In addition to virtual meetings, the council will convene in person three times a year at select PGA Tour events. Creators will also gain access to the PGA Tour’s platform and network to create both standalone content and content that complements the weekly PGA Tour coverage.
A Shift Toward an Integrated Strategy
The launch of the Creator Council marks a notable shift for the PGA Tour. Moving beyond one-off events like the Creator Classic—where 16 creators competed at East Lake Golf Club before the TOUR Championship, airing on ESPN+, Peacock, and YouTube—the organization is now embracing an always-on, integrated strategy with creators.
This new approach positions creators as long-term partners, supporting a wide range of initiatives across the business.
Leveraging Creators to Connect with New Audiences
Creator Classic
With the Creator Council, the PGA Tour will connect with younger audiences who engage with golf content through creators on digital platforms like YouTube. These creators, who have millions of subscribers, have mastered the art of resonating with a new generation of fans, offering the PGA Tour an opportunity to expand its reach, particularly on YouTube, which has become the central hub for golf content.
Collaborating with YouTube-first creators will help the PGA Tour tap into these communities in an environment that has become increasingly important for the sport. The pairing of YouTube’s long-form content with the slow pace of golf makes it a natural fit, bridging digital streaming with traditional TV.
Creators can help the PGA Tour engage viewers authentically on YouTube while identifying opportunities to integrate popular YouTube elements—such as behind-the-scenes content and raw moments—into traditional broadcasts.
This approach could play a critical role in reversing the PGA Tour’s declining TV viewership. For example, the Creator Classic garnered 2.6 million views on YouTube and an additional 2.8 million across creators' individual channels, demonstrating the significant audiences creators can attract. This is especially important as the PGA Tour relies heavily on media rights agreements, which are closely tied to its TV viewership.
Balancing Innovation with Tradition
While the PGA Tour is embracing creators, it remains mindful of its core audience, which has historically been predominantly male, affluent, and older.
By blending creators’ fresh perspectives with the time-honored expertise of its media, marketing, and communications teams, the PGA Tour seeks to strike a balance between innovation and tradition to connect with both new and core audiences.
Brands like Budweiser and John Deere have faced backlash for creator-driven activations, demonstrating that long-standing audiences may not always be receptive to change. John Deere, for example, hired its first Chief Tractor Officer, a social media-facing figure, but faced resistance from its traditional audience. When brands shift too drastically in the eyes of their core audience, even strategically sound moves can provoke backlash.
Why Creators Benefit Too
Although creators involved in the council won’t receive direct compensation, the opportunity may prove more valuable than a paycheck. They’ll play a key role in shaping the future of golf and its presentation to fans, which in itself is a significant achievement.
Additionally, they will gain access to exclusive talent and events, potentially driving audience growth and opening new monetization opportunities. These could include elevated content that attracts more viewers and generates YouTube ad revenue, or partnerships with PGA Tour brand partners, who want to work with creators directly.
A Pivotal Year for Creators in Sports
Sports organizations across the board have embraced creators in 2024. Notable examples include the NBA, which ramped up its creator initiatives for the season; the NFL, which is continuing its partnership with YouTube while also integrating creators from other platforms into key moments throughout the year; and NBCUniversal, sending 27 creators to the 2024 Paris Olympic Games with its Creator Collective.
Takeaways for Brands
Want to incorporate aspects of the Creator Council into your influencer marketing efforts? Regardless of your industry, here are a few key takeaways:
Go Beyond Sponsored Content: Work with creators as long-term partners who not only share sponsored content but also provide valuable strategic insights through surveys, consulting, focus groups, one-on-one conversations, or formal councils.
Choose Creators Strategically: Ensure creators align with your brand’s key platforms and target audiences to maximize relevance and insights. This means identifying creators who not only match your brand values but also have a genuine connection with the audience you're trying to reach and are skilled in the formats that resonate with them.
Foster Collaboration: Bring creators together with internal teams to combine strengths, enabling better strategies and mutual learning. This can be as simple as brainstorming sessions to come up with campaigns that cater to core audiences, while also bringing fresh perspectives that can connect with new audiences.
Incentivize Creatively: While monetary compensation is important, offering exclusive access to people, events, and resources can also motivate creators and support their content creation. For example, a luxury automotive brand could invite creators to exclusive test drives and private factory tours, which they can turn into engaging content, which bring in new followers.
