For the past seven years, the PGATour's digital operations were managed entirely by Turner Sports. Now that their partnership has concluded, the PGATour has obtained the freedom to develop their own digital strategies. However, as Eleanor Roosevelt so eloquently put it, "With freedom comes responsibility."
For the PGATour, the conclusion of the digital sales agreement came at a convenient time. First, with a title sponsor locked in to all but one of their 45 tournaments (Transitions Optical's sponsorship of the Tampa Bay event expired in 2012), the tour can devote their attention to generating new revenue streams. These include building new digital inventory and also expanding globally, firstly to both Canada and Latin America.
Secondly, popularity of the PGATour is at an all-time high. With Tiger poised for a big year in 2013, Rory set to dominate once again, and a host of young guns aiming for a first major, there are countless reasons for fans to tune in each weekend. The recent success of players in non-traditional golf markets, such as Japan's Ryo Ishikawa, has also contributed to the tour's rising popularity overseas.
In order to sell, and manage, their digital inventory, the PGATour is planning for several new hires, some of which may be based in large media markets such as New York City. Though the development of their digital assets is still in progress, there are two major opportunities for brands.
The majority of new inventory will come as part of PGATour.com's simulcast of all NBC and Golf Channel telecasts. The video player will be co-branded and will offer brands a variety of advertising offerings. Reports suggest that the PGATour is also in discussions with CBS Sports for a similar agreement. It is unclear whether the video player will also show premiere pairings or any extended coverage beyond the traditional television schedule.
While the PGATour.com video player will certainly be welcome news to all golf fans, it will likely be quite dangerous for work productivity, particularly on Thursdays/Fridays of the majors.
The second comes with the rumored launch of the first PGA Tour mobile application. While individual tournaments have hosted their own apps in the past, this would be the first for the tour as a whole. It would likely offer fans spectator information, in-depth player interviews, apparel offers, as well as possible access to PGATour.com's live video.
Regardless of the specific capabilities of the app, there is little question that it will ultimately offer sponsors considerable added value and new exposure to fans of the red hot PGATour.
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