The PGA TOUR has announced a partnership extension with the American microblogging and social media platform, Twitter.
Following the extension, both have agreed on a renewal of their content agreement that supports TOUR’s creation of exclusive content for Twitter’s new live audio feature, Spaces.
Adding to it, the PGA TOUR will continue to publish real-time highlights of every PGA TOUR tournament on the social media platform. While the PGA TOUR will post branded and player-specific highlights and weekly Twitter Moments recapping tournament play available for sponsorship with Twitter Amplify.
The PGA TOUR is currently planning to create Spaces throughout the season this year. It will have exclusive coverage featuring the current players and industry experts discussing all the actions of the PGA TOUR and FedEXCup. TOUR Spaces will make its debut at The Honda Classic at PGA National Resort & Spa on February 21 and the coverage will be made available globally on Twitter.
Speaking on the occasion, Chris Wandell, Vice President Media Business Development, PGA TOUR, said: “The PGA TOUR and Twitter have been committed to creating innovative ways for fans to interact with our sport. Spaces is a great platform for the TOUR to deliver exclusive content to its fans in what promises to be an exciting year in golf.”
Adding to it, TJ Adeshola, Head of US Sports Partnerships at Twitter, said: “We’re so happy to see our partnership with PGA TOUR expanding to bring even more of golf’s best moments and hottest topics to the Twitter timeline. The golf community on Twitter has seen tremendous growth over the course of our partnership and this year, weekly Spaces will bring them closer than ever to the tournaments and experts.”
The PGA TOUR had first participated in the Twitter Amplify program back in 2015, enabling the advertisers to sponsor the video content. Both the entities then initially teamed up to cover the tournament live during the opening rounds of the first two events of the 2016 FedExCup Playoffs.
Later in January 2017, both agreed to live stream some selected events during the 2016-2017 PGA TOUR Season. In 2020, Twitter and the TOUR joined hands for “Twitter Multicast,” which was a global live content execution and a first-of-its-kind for the social media platform.
Apart from penning down an extension with Twitter, PGA TOUR has extended two other partnerships with FanDuel and SiriusXM. FanDuel will continue to hold the title of the betting partner, while SiriusXM secured radio broadcasting rights until 2024.