If a business’s primary duty is to understand its audience, the PGA Tour recognizes that its latest move won’t appeal to everyone. A partnership between the Tour and golf’s most prominent social media influencers might strike a portion of its core fanbase as jarring.
However, the PGA Tour is acutely aware of the challenges facing professional golf. From the rise of LIV Golf to declining TV viewership, the influx of external wealth, a homogenized player pool, and the absence of Tiger Woods, the sport is facing a shrinking audience after decades of growth.
To address this, the Tour has announced the launch of the “Creator Council,” partnering with seven influential golf content creators to bridge the gap between the sport and a digital-savvy audience. This partnership isn’t monetary but based on mutual benefits: influencers gain exclusive access to PGA Tour events and content opportunities, while the Tour leverages their reach and insights to connect with new fans.
The Creator Council includes major influencers like Bryan Bros Golf, Erik Anders Lang, Foreplay/Barstool Sports, Paige Spiranac, No Laying Up, Roger Steele, and Tisha Alyn, boasting a combined following of over 15 million.
“We want to learn from creators,” said the PGA Tour’s Scott Weitz. “We acknowledge areas where our voice can improve, and we see opportunities to co-create content that delivers more of what fans want. Sometimes, we’ll let creators take the lead on our platforms.”
The council will work closely with PGA Tour executives to shape fan engagement strategies, enhance content, and explore new broadcasting approaches, marking a step toward modernizing the Tour’s relationship with its evolving audience.
