The PGA Tour is revamping its digital properties as it works to attract a broader group of fans to professional golf
The PGA Tour is revamping its digital properties as it works to attract a broader group of fans to golf.
The changes come as professional sports strive to draw younger fans who are showing less interest than older generations. Twenty-seven percent of Gen Z consumers said they watch live sports on a weekly basis, compared with 48% of millennials and 46% of U.S. adults overall, according to a November survey from research company Morning Consult.
“Golf is not a short game,” said Derek Fridman, a design partner at digital agency Work & Co, which worked with the PGA Tour on its digital reboot. “We started to work together on the idea of sort of making things bite-sized, even making transitions to vertical versus horizontal video—that’s how we get our entertainment and how we get our news and a host of other things.”
Sports leagues on the whole are chasing social-media platforms’ ability to gather fans and monetize them, said Charlie Beall, vice president of digital strategy at sports, media and events company IMG and its digital sports arm Seven League. That can include creating products fans find valuable as well as creating revenue opportunities such as better and more targeted advertising and sponsor messaging, he said.
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