The PGA Tour is coming to Spaces as part of a larger content deal with Twitter
The PGA Tour has expanded its collaboration with Twitter to include unique content for the social media giant’s Spaces live audio function. Throughout the year, exciting new Spaces will be in development featuring current players and industry professionals discussing the activity on the PGA Tour, including the FedExCup.
These ‘Tour Spaces’ will make their debut during the Honda Classic, which will be from February 21st to February 27th at the PGA National Resort & Spa in Florida. The PGA Tour’s official Twitter account will provide fans with coverage that will be available globally.
As part of this deal, the PGA Tour will continue to post daily real-time highlights from its tournaments on Twitter. Furthermore, the organisation will create individualised and player-specific highlights. Not only that, but there are weekly Twitter Moments summarising tournament action, which can be sponsored through Twitter Amplify.
The PGA Tour and Twitter collaborated in 2015 to establish Amplify, which allows advertisers to promote PGA Tour video content. Following that, these two major institutions worked together to present live tournament coverage of the first two rounds of the 2016 FedExCup Playoffs. Following that, they pledged to provide live PGA Tour coverage from select events during the 2016/2017 season.
The popularity of Spaces
Twitter Spaces is becoming a larger part of the social media content mix for the sports business. This season, the NFL and NBA plan to have at least 20 and 40 Spaces. Meanwhile, ESPN was the first publication to organise a ticketed Space in December. Furthermore, Fox Sports increased its partnership with Twitter last month. They will integrate Spaces to increase social media coverage of the FIFA World Cup in Qatar this year and the Women’s World Cup in Australia and New Zealand in 2023.
As a result of this collaboration, the golf community on Twitter has developed significantly. This year, weekly Spaces will bring them closer than ever before to events and expertise. Meanwhile, the PGA Tour has extended its multi-year broadcast agreement with SiriusXM radio. SiriusXM will continue to broadcast event coverage on its PGA Tour Radio channel for subscribers throughout the US until 2024.
Throughout the season, SiriusXM will carry live coverage of all 38 PGA Tour tournaments. As part of the contract, the Players Championship, FedExCup Playoffs, and Presidents Cup will have hole-by-hole commentary and expert analysis. A number of exclusive news, interview, and analysis shows have been added to the schedule.
The Ladies Professional Golf Association (LPGA) has named Velocity Worldwide as its official global work platform. Velocity Worldwide announced a partnership with the LPGA Tour and the LET to highlight its players’ global significance through greater narrative opportunities and player recognition.