Sports Media Report
The PGA TOUR and opendorse, the leading athlete marketing platform, today announced an expansion of their relationship that will allow PGA TOUR marketing partners to maximize their relationships on social media alongside some of the most visible athletes in the world – professional golfers. With opendorse, TOUR marketing partners will have the ability to automate communication and share content with PGA TOUR players, making it easy to activate relationships with the game’s top athletes.
“opendorse has been a tremendous asset in helping the TOUR and the game’s top players work together on social,” said Brian Oliver, Executive Vice President Corporate Partnership at the PGA TOUR. “We’re excited to expand our relationship with opendorse to add social media value for our marketing partners.”
The relationship complements the TOUR’s ongoing relationship with opendorse. Since 2017, the PGA TOUR has used opendorse to send high quality content to its players. In 2018, the partnership grew to include content creation, wherein the PGA TOUR looked to opendorse to help create custom assets for players to boost their brands on social media.
“The PGA TOUR has embraced the power of its players beyond the course,” said opendorse CEO Blake Lawrence. “This announcement marks the next step for player marketing in the game of golf. Now, players can use opendorse not only to build their brands, but to capitalize on their value alongside the TOUR’s premier partners.”
The opendorse relationship is part of an overall strategy to encourage players to bring fans – current and new – closer to the PGA TOUR and the game of golf. Through its Live Under Par campaign, launched earlier this spring, the PGA TOUR is highlighting authentic, exciting interactions between players, players with fans and players with communities and charities. The campaign and player engagement continue the strong social media momentum from last year, where PGA TOUR players had a 34 percent growth in followers and a 4.1 percent engagement rate – both were tops among the major sports leagues (NBA, MLB, NFL).
