PGA Tour Ads ESPN+ To Sweeping New Golf Rights Deal With ViacomCBS, Comcast And Disney
The PGA Tour has introduced a brand new nine-year home media rights portfolio for 2022 to 2030, extending offers with ViacomCBS and Comcast/NBC Sports activities and establishing a brand new long-term relationship with Disney and ESPN+.
The PGA known as the bundle “the end result of a long-term strategic planning course of to finest serve followers” by way of conventional broadcast, OTT and rising applied sciences.
Monetary particulars weren’t disclosed however seem like a hefty enhance. “The nine-year offers will put us ready to considerably enhance participant earnings, ship extra worth to our tournaments and sponsors, and in the end permit us to proceed to develop our charitable footprint,” Monahan mentioned. As well as, “We are actually capable of reinvest in our sport in a means by no means earlier than doable, together with manufacturing, personnel and know-how, and are effectively positioned to finest serve and develop our fanbase within the years to return.”
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PGA Tour Strikes Nine-Year Golf Deal With NBC, CBS & ESPN+
Monahan added: “We have been extraordinarily happy with the curiosity we obtained from the market – each with incumbents and different media firms – and are excited that our present companions shared our imaginative and prescient for the long run, and we’re equally excited to be again in enterprise with Disney and ESPN+. These new offers will [bring] an elevated dedication from all three companions to assist us increase and innovate our content material and its supply,” mentioned PGA Tour Commissioner Jay Monahan.
The agreements name for CBS and NBC to take care of weekend protection of most FedExCup tournaments, with CBS averaging 19 occasions and NBC eight occasions every season. Below the brand new schedule, one community will televise all three FedExCup Playoffs occasions every year, beginning with NBC in 2022 and usually alternating with CBS, “creating highly effective, three-week protection of the conclusion of the race for the FedExCup,” the announcement mentioned.
NBC Sports activities Group’s Golf Channel will present all early-round protection and early weekend protection of each FedExCup occasion every season, together with PGA Tour Champions and the Korn Ferry Tour. The Tour and NBC Sports activities will increase their collaborative content material and programming relationship.
A central part of the brand new agreements will see the PGA Tour assume accountability of the onsite manufacturing space and technical infrastructure every week, which the announcement mentioned will let the Tour extra effectively combination, distribute and develop content material for its varied platforms worldwide. CBS and NBC will nonetheless use their very own announcers, producers, administrators and manufacturing personnel.
The Tour and its media companions will collaborate on sponsorship and advertising and marketing alternatives, inside and out of doors PGA Tour golf protection, together with entry to the huge sources of ViacomCBS, Comcast/NBC Sports activities Group and Disney and ESPN+.
“We’re excited to increase NBC Sports activities’ historic partnership with the PGA Tour as its foundational media accomplice. We are going to proceed to make the most of our in depth platforms to showcase golf with unparalleled stay event protection, complete information and high-quality content material. Golf is part of NBCUniversal’s DNA throughout our broadcast, cable, streaming and digital properties – nowhere extra so than GOLF Channel,” mentioned Pete Bevacqua, president, NBC Sports activities Group.
“Extending our profitable long-standing relationship with the PGA TOUR was a prime precedence, and we’re thrilled so as to add 9 extra years to this terrific partnership,” mentioned Sean McManus, chairman, CBS Sports activities.
For the primary time, the Tour’s digital rights have been negotiated concurrently with its linear providing and can embody a direct-to-consumer house at ESPN+. Because of the brand new settlement, PGA Tour Dwell – the Tour’s subscription video service that was launched in 2015 – will stay solely on ESPN+ starting in 2022 and will probably be dramatically expanded to incorporate a number of stay content material channels practically each week of the FedExCup season.
Jimmy Pitaro, President, ESPN and co-chairman, Disney Media Networks mentioned, “We’re wanting ahead to working with the PGA Tour to deliver present and future golf followers the following technology of Tour protection. ESPN+ will provide golf followers unprecedented entry and storytelling at an unimaginable worth on the business’s main sports activities streaming platform.”
“The connection with Disney and ESPN+ provides the TOUR the chance to increase and diversify audiences, and the TOUR and ESPN will work collectively to deliver new and distinctive content material to our followers,” mentioned Rick Anderson, chief media officer, PGA Tour.
ESPN+ had 7.6 million subscribers as of February 3.
PGA Tour Dwell on ESPN+ will deliver followers greater than 4,000 hours of stay streaming protection yearly. That can embody stay protection from 36 tournaments – from the Tour’s Hawaii occasions in January all through the yr – with at the very least 28 occasions having 4 full days of protection, with 4 simultaneous stay feeds every day. PGA Tour Dwell on ESPN+ may even function on-demand replays of PGA Tour occasions, authentic golf applications, edited velocity spherical recaps and extra.
ESPN+ is offered by way of the ESPN App, ESPN.com and ESPNplus.com. Additionally it is obtainable as a part of a bundle provide with Disney+ and ad-supported Hulu.
As a part of its Strategic Alliance with the LPGA, the PGA Tour additionally efficiently negotiated rights agreements that may see the LPGA Tour proceed as anchor programming on Golf Channel, together with expanded publicity for LPGA Tour occasions on NBC and CBS every year – past the U.S. Girls’s Open, KPMG Girls’s PGA Championship and AIG Girls’s British Open, that are already on community.
Particularly, the Tour secured the long-term extension of the LPGA/Golf Channel partnership (2022-2030) with ancillary programming, together with a season preview, season evaluation and Highway to the CME Group Tour Championship. Golf Channel will present devoted programming for the Symetra Tour every year, in addition to enhanced advertising and marketing and promotional belongings and expanded advantages for LPGA sponsors.
As a part of the settlement, the LPGA maintains management of all of its media rights outdoors america and receives expanded digital content material rights.
“This settlement is a crucial milestone within the strategic partnership between the LPGA and the PGA Tour and an ideal instance of the collaboration occurring amongst golf’s greatest stakeholders,” mentioned LPGA Tour Commissioner Mike Whan.
“Due to the improved settlement with GOLF Channel and elevated community protection on NBC and CBS, extra viewers within the U.S. and across the globe will expertise the standard and variety of the LPGA Tour. This offers us a home broadcast accomplice to assist ship one other decade of unprecedented progress and supplies a basis that may springboard the ladies’s sport into the long run.”
“It’s thrilling to know that when followers wish to watch skilled golf on the highest stage, they’re going to see each Excursions on the identical platforms – with the identical companions – for the foreseeable future,” added Monahan.
Evolution Media Capital, a division of Inventive Artists Company (CAA), served because the media advisor to PGA Tour.