The PGA Tour is betting big on YouTube creators to drive interest in its events, announcing a new Creator Series that will showcase popular golf content creators competing in tournaments tied to key Tour events.

• Building on the success of last year’s Creator Classic, which debuted at the 2024 Tour Championship, the PGA Tour and its production partner, Pro Shop, plan to feature over 20 creators, including several returning participants.

• This year's series will include competitions at The Players Championship (March), The Truist Championship (May), and The Tour Championship (August).

• The matches will be streamed across the PGA Tour YouTube Channel, ESPN+, Peacock, and the PGA Tour’s free streaming platforms.

Why It Matters

The PGA Tour’s inaugural Creator Classic proved the potential of this strategy, with PGA Tour Senior VP Chris Wandell noting it as a “valuable testing ground” for connecting fans with creators in new ways.

For younger audiences, creators bring authenticity and relatability that traditional media often lacks. By leveraging creators’ reach and influence, the PGA Tour not only draws attention to its events but also builds deeper connections with digital-first fans.

As Pro Shop co-founder Chad Mumm put it, “This model could become a blueprint for other sports leagues to follow.” With a successful test run under its belt, the PGA Tour is leaning into the creator economy as a way to redefine fan engagement and future-proof its audience.

N.B. Its importance to clarify a distinction between ‘creator’ and ‘celebrity’ - as one SP member put it “some creators are celebrities but most celebs are not creators.”