The PGA Tour just made its first big bet on the creator economy.
They announced "The Creator Classic," a 16-player tournament comprised entirely of YouTube creators.
Here's why you should pay attention...
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The event takes place August 28th at East Lake Golf Club in Atlanta.
That's right before (and co-located with) the Tour Championship, where the world's best players gather to compete in the season's culminating event.
They’re expecting 1M+ viewers for this opening act.
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It will be streamed on the Tour’s YouTube channel in addition to ESPN+ and Peacock.
The lineup features popular YouTube golfers like:
→ Tyler Toney (Dude Perfect)
→ The Bryan Bros
→ Fat Perez
→ Garrett Clark (Good Good)
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Most PGA tournaments are 72-hole marathons.
This is a 9-hole sprint.
The first eight holes will be individual play, with the ninth hole being a sudden death playoff among the top four finishers.
Lots of action packed into a tight window.
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Expect the production quality to be through the roof.
They brought in Pro Shop Studios, known for the wildly popular Netflix series "Full Swing," to handle the production.
Lots of shot-tracing, real-time analytics, on-screen graphics, and entertaining commentary coming our way.
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So, why is this such a big deal?
The PGA Tour has had a public mission to "Grow The Game" for YEARS.
But it's been mostly talk, with little action.
This is a significant shift for the Tour (which has been cautious) and even critical of YouTube golf leading up to this moment.
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The Creator Classic could change the narrative.
The Tour might FINALLY be taking meaningful steps to attract younger generations to the sport.
It's particularly interesting that they're partnering with YouTube creators, rather than leveraging the fame of active PGA Tour pros.
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These "GolfTube" creators have amassed large followings, and they have a track record of creating compelling video content on their own.
Their fans will absolutely tune in live.
But the event will also get a second life as they repurpose the experience for their own channels.
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TV ratings for PGA Tour events have been struggling for years.
If successful, The Creator Classic could pave the way for more modern media events that resonate with 14-25 year olds.
Appealing to this emerging fanbase will be critical to the sport’s long-term success.
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When you think about golf and the PGA Tour, you think about things like history, tradition, and etiquette.
Taking a chance on something like The Creator Classic is a significant step outside of their comfort zone, which suggests the influence of the creator economy is expanding.
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Look for the Tour and other professional sports leagues to keep partnering with creators to expand their media offerings and modernize their production strategies.
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