Meet the PGA Tour's Creator Council ⛳

In partnership with

TODAY’S EDITION

• The PGA Tour launches the Creator Council, a group of top golf creators it will work with directly to reach the next generation of golf fans.

• TikTok files a motion to halt its impending ban, warning that creators and small businesses could collectively lose up to $1.3 billion in just one month.

• Cameo announces a new policy that opens its marketplace to more digital creators, providing additional opportunities for monetization.

• Reddit is testing an AI-powered conversational search tool to help users find content more easily across its subreddits.

• Twitch introduces a Shared Viewership metric, providing streamers and viewers with insights into the total reach of collaborative streams.

If you’re enjoying the newsletter, consider sharing it with a friend or colleague. You can also support it via Buy Me a Coffee.

DEEP DIVE

The PGA Tour Launches the Creator Council to Connect with the Next Generation of Golf Fans

The PGA Tour is looking to attract new audiences by turning to creators for help. It has recently announced the launch of a Creator Council—a group of content creators who will collaborate with the PGA Tour’s media, marketing, and communications teams to develop strategies for content development and fan engagement.

Meet the PGA Tour Creator Council

The Creator Council includes 10 prominent names in the golf creator space, such as Bob Does Sports, Bryan Bros Golf, Erik Anders Lang, Fore Play/Barstool Sports, No Laying Up, Paige Spiranac, Roger Steele, and Tisha Alyn.

Starting in January, the group will meet monthly to focus on initiatives like:

• Fan engagement strategies

• Collaborative content opportunities

• PGA Tour media regulations

• Event and broadcast enhancements

• The evolution of the Creator Classic

In addition to virtual meetings, the council will convene in person three times a year at select PGA Tour events. Creators will also gain access to the PGA Tour’s platform and network to create both standalone content and content that complements the weekly PGA Tour coverage.

A Shift Toward an Integrated Strategy

The launch of the Creator Council marks a notable shift for the PGA Tour. Moving beyond one-off events like the Creator Classic—where 16 creators competed at East Lake Golf Club before the TOUR Championship, airing on ESPN+, Peacock, and YouTube—the organization is now embracing an always-on, integrated strategy with creators.

This new approach positions creators as long-term partners, supporting a wide range of initiatives across the business.

Leveraging Creators to Connect with New Audiences

With the Creator Council, the PGA Tour will connect with younger audiences who engage with golf content through creators on digital platforms like YouTube. These creators, who have millions of subscribers, have mastered the art of resonating with a new generation of fans, offering the PGA Tour an opportunity to expand its reach, particularly on YouTube, which has become the central hub for golf content.

Collaborating with YouTube-first creators will help the PGA Tour tap into these communities in an environment that has become increasingly important for the sport. The pairing of YouTube’s long-form content with the slow pace of golf makes it a natural fit, bridging digital streaming with traditional TV.

Creators can help the PGA Tour engage viewers authentically on YouTube while identifying opportunities to integrate popular YouTube elements—such as behind-the-scenes content and raw moments—into traditional broadcasts.