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Protect the Net

Confronting Cyber Threats in Sport

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Digital Fan Engagement

Confronting Cyber Threats in Sport

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Digital Fan Engagement

Confronting Cyber Threats in Sport

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How the PGA TOUR Drives Digital Fan Engagement

Scott Gutterman and Phil Sharpe sat down with Adam White of Front Office Sports to discuss several key factors driving PGA TOUR’s digital engagement strategy, including:

  • The long and successful partnership between Infront X and the PGA TOUR.

  • The PGA TOUR Fan Council, a diverse group of golf enthusiasts engaged to test and validate ideas and innovations before they go to market.

  • Rights deals and data syndication for broadcast and betting partners.

  • The technological challenges of Every Shot Live as it tracks over 30K shots across 100+ acres of fairways, hazards, and greens during a PGA TOUR event.

  • Giving data context through content and storytelling, including the rise of biometrics as a narrative.

  • The evolving definition of “viewer” and what it means for viewer measurement and ratings.

Scott and Phil also provide insights on what engagement tactics to focus on if you have a limited budget (Spoiler alert: be good at your core values and have a disciplined process) and what fan engagement will look like for PGA TOUR over the next 3-5 years. Priority #1 is to get fans back on-site. However, given the greater parity between at-home and on-site live event experiences, the digital experiences will need to be even more scalable and adaptable, with an eye on future distribution needs.

 

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