The PGA Golf Tour has a problem. An aging audience and an overall decline in television viewership have left the Tour in need of a new marketing strategy. Luckily, with the guidance of Joe Arcuri, chief marketing officer for the PGA Tour, a plan is in motion to engage a new generation of fans.
The past model was simple and effective: corporate sponsors bought the right to put their name on the tournament and advertise during the broadcast. While this marketing method historically worked well with the older and affluent fan base, Arcuri hopes to “future proof” the Tour using technology and innovation. The PGA marketing department has identified two new target markets—millennials and “sports socialites”—and plans to engage them in a new, fan-focused approach.
According to Joe Arcuri’s recent interview with The Wall Street Journal, “sports socialites” do not necessarily differ in age from millennials. Instead, they are a distinct group who wish to connect with the sport on a personal level. Socialites are engaged by background stories and what Arcuri identifies as “outside-the-ropes” content. Despite identifying two segments of the market, the interview suggests that Arcuri plans to use a combined target market approach, focusing on both segments through fan engagement and social media. PGA hopes to encourage fans to create content on social media platforms and engage with one another, staying true to the new fan-first strategy.
Inspired by the success of TopGolf, the PGA Tour aims to change what it means to “consume” golf by altering the product. Millennials have demonstrated that an interest in golf does not necessarily include playing 18-holes at the nearest country club. The PGA Tour hopes to capitalize on the social aspect of the sport, utilize the latest technology, and ensure the Tour's future with a younger and more diverse fan base.
Written by Rachel Ann Eades
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