YouTube golfers and content creators continue to grow in influence. PGA TOUR announces new “Creator Council” on friday.
The council includes 10 influencers or brands with huge followings on YouTube and social media. They include Paige Spiranac, Bob Does Sports, Bryan Brothers Golf, Barstool Sports' Fore Play Pod, Layup prohibitedTisha Allyn, Roger Steele, Eric Landers Lang. Each influencer or entity will meet with media partners and the PGA Tour's marketing and communications team.
Given that the world of professional golf in 2024 is struggling in television ratings, including major championships, PGA Tour executives are thinking outside the box and adapting to a world that continues to grow exponentially every week. I felt obligated to step in. The tour has already seen some success among content creators. Q in Myrtle Beach, where content creators competed for sponsorship exemptions at the inaugural Myrtle Beach Classic, led to unique content and success. Similar sentiments can be said about August's Creator Classic, held at East Lake Golf Club, which was revived on the eve of the Tour Championship.
Following these two events, the tour will work with the Creators Council to improve The Q and Creators Classic in Myrtle Beach. This partnership also aims to drive further fan engagement and create more opportunities.
“The combination of the Council and the creative engines behind the Tour will strengthen and grow our collective relationship with a vibrant community of fans who love to engage with golf and the PGA Tour through social media. ” said Andy Weitz, Chief Marketing and Communications Officer. /A PGA Tour investor relations spokesperson said in a statement.
The creator himself is also excited.
In 2015, I went viral and it skyrocketed my social media efforts. Back then, there were no golf content creators on social media. It's been amazing to share our love for this amazing game with so many people over the past nine years. I'm proud of the path I've paved… https://t.co/HarNfiGWtg
— Paige Spiranac (@PaigeSpiranac) December 6, 2024
“I went viral in 2015 and that started my social media journey.” Spiranac wrote in a post about X.
“Golf content creators on social media didn’t exist back then, and it’s been amazing to be able to share my love for this great game with so many people over the last nine years. I'm proud of how far this industry has come with the path and so many talented creators who share the same goals, and I'm honored to be joining the Creator Council and will continue to help grow the game. I am very excited to play the role.”
It's incredible how much golf content creators have flourished in recent years, especially since the pandemic.
Bryson DeChambeau has become an internet sensation by posting his Breaking 50 Series, Hole-in-One Challenge, and other matches on YouTube.
But a partnership like this between tours and content creators seems long overdue. One of the reasons DeChambeau moved to LIV Golf was because he wanted control over his brand and content. The tour has limited players from producing DeChambeau-like production, but perhaps this new council will change that reality. Perhaps the tour will lean toward its own tour, trying to emulate what DeChambeau has done recently. It will most likely be a success, and with this new partnership with an experienced and popular creator, anything is possible.
Jack Mirko is a golf staff writer for SB Nation's Playing Through. Be sure to check it out @_PlayingThrough Cover more golf. You can follow him on Twitter @jack_milko In the same way.
