The PGA Tour has partnered with 10 content creators to help strategize for future opportunities and engagement.
YouTube golfers and content creators continue to increase their influence, so much so that the PGA Tour announced a new “Creator Council” on Friday.
The council includes 10 influencers or brands with a tremendous following on YouTube and social media. They include Paige Spiranac, Bob Does Sports, Bryan Bros. Golf, Barstool Sports’ Fore Play Pod, No Laying Up, Tisha Alyn, Roger Steele, and Erik Landers Lang. Each influencer or entity will meet with media partners and the PGA Tour’s marketing and communication teams.
Given that pro golf struggled with television ratings in 2024—including the major championships—PGA Tour brass felt obligated to think outside the box and dip their toes into a world that continues to grow exponentially week after week. The tour has already had some success with content creators, too. The Q at Myrtle Beach, which saw content creators compete for a sponsor’s exemption in the maiden Myrtle Beach Classic, led to unique content and success. Similar sentiments can be said about the Creator Classic in August, which came on the eve of the Tour Championship at the revitalized East Lake Golf Club.
With these two events under their belts, the tour, together with the Creator Council, will look to improve upon The Q at Myrtle Beach and the Creator Classic. This partnership will also try to foster further fan engagement and produce more opportunities.
“The combined creative engines behind the Council and the tour will help strengthen and grow our collective relationship with the vibrant community of fans who love to engage with golf and the PGA Tour through social media,” said Andy Weitz, the Chief Marketing and Communications Officer/Investor Relations at the PGA Tour, in a statement.
The creators themselves are excited, too.
In 2015 I went viral and that catapulted my social media journey. At that time there was no such thing as golf content creators on social media. Over these past 9 years it’s been amazing to share my love for this incredible game with so many people. I’m proud of the path I paved… https://t.co/HarNfiGWtg
— Paige Spiranac (@PaigeSpiranac) December 6, 2024
“In 2015, I went viral, and that catapulted my social media journey,” Spiranac wrote in a post on X.
“At that time, there was no such thing as golf content creators on social media. Over these past 9 years, it’s been amazing to share my love for this incredible game with so many people. I’m proud of the path I paved for myself in golf and how far this industry has grown with so many talented creators who share a common goal. To be on the Creator Council is an honor, and I’m very excited to continue to do my part to grow the game!”
It’s incredible how much golf content creators have thrived in recent years, especially since the pandemic.
Look no further than Bryson DeChambeau, who has become an internet sensation with his Breaking 50 series, hole-in-one challenges, and other matches he posts on YouTube.
Yet, it seems that a partnership like this—between the tour and content creators—is long overdue. One of the reasons why DeChambeau bolted to LIV Golf was because he wanted to have control over his own brand and content. The tour has restricted its players from producing stuff like DeChambeau has, but perhaps this new council will change that reality. Maybe the tour will lean into one of their own to try and emulate what DeChambeau has done as of late. That would likely prove successful, and with this new partnership with experienced and popular creators, anything is possible.
Jack Milko is a golf staff writer for SB Nation’s Playing Through. Be sure to check out @_PlayingThrough for more golf coverage. You can follow him on Twitter @jack_milko as well.
