Is your sport talking to the right audience?
The rise of YouTube Golf is the in-your-face example that social media can make a difference.
Forget about the old days in Scotland; the future of the sport is online. YouTube content creators have paved the way for a new wave of athletes, and not.
Broadcast companies have historically focused their business model on the streaming of live professional events: more than 5 hours on the course, following shot by shot every move.
This is no longer appealing to younger audiences that are self-conscious of their love for the sport, but mostly, of their entertainment preferences.
YouTube personalities are more authentic, accessible and relatable.
Goals are similar, executions are akin, and most of all, viewers can emulate the challenges. It’s not about achieving an extraordinary sports performance, but putting in place a friendly match that everyone can do.
As of today, the PGA Tour and LIV Golf have put in place a marketing strategy involving content creators and events focused on YouTube personalities. This includes partnerships, dedicated tournaments, and social media campaigns.
Pro golfers are embracing the change too. Starting from video partnerships, Majors champions such as Bryson DeChambeau and Phil Mickelson have started their own online channels, thanks to the collaboration with digital superstars.
Embracing the change and exploring new opportunities is the way to keep the heritage of golf alive.
