The PGA Tour unveiled its state-of-the-art media studios on Wednesday, a significant step in enhancing its digital capabilities. The 165,000-square-foot facility in Ponte Vedra Beach, Florida, is designed to expand the Tour’s global reach, introduce new international broadcasting feeds, and position the organization to capitalize on evolving distribution technologies when its current media contracts conclude in 2030.
“This building represents our commitment to the future of golf media,” said Rick Anderson, the PGA Tour’s Chief Commercial Officer. “When we discussed this project with our board in terms of its long-term strategic value, they understood its importance immediately.”
The concept for the facility originated in 2017, during a time when PGA Tour Commissioner Jay Monahan and his team were analyzing shifts in the media landscape. In 2020, the Tour secured nine-year agreements with CBS, NBC, and ESPN, achieving a reported 70% increase in media rights revenue. The new studios are expected to ensure the PGA Tour remains a leader in delivering innovative and engaging content to its growing audience worldwide.
With its new partnerships, the PGA Tour has expanded PGA Tour Live coverage on ESPN+ for Thursday and Friday rounds, which strained the production capacity of its former facility in St. Augustine, operational since 1997.
“You could easily foresee a future after 2030 where we will be able to produce every shot live, every single week,” said Luis Goicouria, PGA Tour’s Senior Vice President of Media. To achieve this vision, the Tour requires facilities capable of handling such advanced production demands.
The PGA Tour is currently exploring the business models and media partnerships necessary to make this concept feasible. Technologically, it’s now within reach. In 2024, the Tour also introduced a new fleet of production trucks to enhance event coverage.
In-house production capabilities could attract streaming platforms or non-traditional broadcasters, boosting the appeal of PGA Tour media rights. At the same time, the Tour is extending its global influence, debuting a world feed at the Players Championship, with a focus on international players. Future possibilities include country-specific feeds, highlighting the Tour’s efforts to enhance international content quality.
The new media facility also supports digital innovation. A virtual set now enables expanded talent-driven programming. For instance, PGA Tour content creators spent an hour with Tiger Woods analyzing career highlights—an opportunity unimaginable in the previous facility, noted Michael Riceman, Senior VP for Content and Production. In 2024, the PGA Tour launched Pro Shop, a media and commerce company aimed at expanding youth-focused golf content. The new state-of-the-art facility will accommodate up to 300 employees, further solidifying its commitment to digital innovation and audience growth.
