• Loading stock data...
Saturday, September 13, 2025
Tuned In is Almost Sold Out! Limited Tickets Remain!

Webinar: How The PGA TOUR Drives Digital Engagement

  • PGA TOUR and IX.co discuss their long-standing partnership and how they continue to innovate to engage golf fans
  • How the Pandemic benefitted the game of golf
Credit: Adam Hagy-USA TODAY Sports

The PGA TOUR has always been at the forefront of digital engagement and innovation. In collaboration with its longtime partner, iX.co, the TOUR continues to create news ways to engage with its global fan base.

Front Office Sports sat down with Phil Sharpe from iX.co and Scott Gutterman from the PGA TOUR to discuss the changing media habits of fans, the TOUR’s larger digital strategy, and new fan engagement innovations to look out for in 2021 and beyond.

On the balance of including betting and predictive gaming (21:40) 

Scott: “Our rule of thumb right now is we aren’t going to put odds or betting in core places on the platform by default. If fans want to see it, we’ll make it available. We have a new odds leaderboard that’s available, but it’s a step away or a button away from the main leaderboard. Even though there’s a lot of people that want to place bets and understand the odds, there’s a lot of people that just want to consume golf. So again for us, it’s opt-in or one button away and we’ll promote to it.”

On how the PGA Tour is building a personalized fan experience (23:54)

Scott: “This year we’re going to be doing Every Shot Live all 4 days at The PLAYERS Championship. So Every Shot Live really for us is Every Group Live. We’re the only golf tournament that does this right now. You’ll be able to watch every single group, for every single hole and every shot they take throughout the entire day. We will show approximately 8 to 10 thousand shots every single day, so it’ll be somewhere between 30 and 40 thousand shots by the end of the weekend. All of those highlights, all those individual shots will be loaded into TOURCast as they come out.” 

On the impact the pandemic has had on the game (40:47)

Scott: “I think we’re very fortunate to be a sport where you can get outside and be socially distanced and still be able to play and everybody can be very reasonably safe. There are a number of things that are in the works around the industry around continuing to build on that. The other thing that we’ve seen…is the diversity of people that are coming into the game and playing the game has been really encouraging. People have realized they don’t have to come out and play 18 holes, they can come out and play 9 holes…we encourage all of that.”

On the increased demand for modern digital engagement (46:09)

Phil: “One thing we’ve noticed, with many of our clients for example, and I know Scott and the TOUR have been doing this, is kind of [an increase around] social and fan engagement around the live event. It’s not just because people are not attending the live event as much, but because people I think have a desire to now engage more socially because we’re so isolated. So we’re seeing a real uptick in and a real demand both from sports properties themselves and from the sponsors to create these live event engagement experiences.” 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Dexter Fowler Wants to Change the Narrative on Athlete Ownership

The former MLB All-Star owns a stake in Premier League team Bournemouth.
Mar 3, 2025; Miami, Florida, USA; Miami Heat guard Terry Rozier (2) warms up prior to the game against the Washington Wizards at Kaseya Center.
Sponsored

Hornets Cancel Sports Betting Night Vs. Heat Over Terry Rozier Tie-In

Terry Rozier is under federal investigation for point-shaving in a 2023 game when he was on the Hornets.

Greg Norman Leaves LIV As Golf World Continues to Shift

Norman relinquished the league’s CEO role in January.
People congregate at Turning Point Headquarters in Phoenix after news that the founder, Charlie Kirk, was shot and killed at a rally in Utah on Sept. 10, 2025.

Panthers Staffer, Suns Reporter Fired for Charlie Kirk Posts

Conservative activist Charlie Kirk was fatally shot in Utah on Wednesday.

Featured Today

PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.
September 11, 2025

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.
September 10, 2025

ESPN’s ‘MNF’ Ratings Up 8% As NFL Surges to Strong Start

ESPN posts its second-best Week 1 “Monday Night Football” audience.
Sep 7, 2025; Orchard Park, New York, USA; Buffalo Bills fans react during the fourth quarter against the Baltimore Ravens at Highmark Stadium.
September 9, 2025

As Bills Ascend, Their Next Frontier Lies in Canada

Buffalo and the powerful Canadian entity MLSE come together in a new pact.
FIFA

Saudis Awarded 2034 World Cup in Uncontested Vote

Saudi Arabia was the only option after Australia decided not to bid.
May 20, 2024

Top Sports Business Jobs This Week (May 2024)

Each week, our staff combs through the thousands of job listings from…
The stands at the Solheim Cup
September 13, 2024

LPGA Apologizes for Solheim Cup Fan Bus Debacle That Left Stands Half-Empty

The USA-Europe women’s team golf event teed off Friday morning.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
October 3, 2022

Real Madrid President Renews Call for Super League

Real Madrid’s president believes that soccer is losing ground.
August 10, 2022

PGA Tour Touts Projected Earnings to Keep Players

The PGA Tour is asking its players to consider their potential futures.
August 10, 2022

Bayern Munich to Make Growth Push in U.S. Market

Bayern Munich is looking to expand its reach in the U.S.
Nintendo-logo
August 3, 2022

Nintendo Profits Underwhelm, Switch Sales Decline

Nintendo failed to meet expectations in the company’s latest earnings report.