PGA TOUR Empowering, Engaging Fans Through Digital Platforms and App
Attending a golf tournament is unlike any other sporting event. Rather than walking into a singular arena or stadium like you would an NFL, NBA, NHL, MLB or MLS game, fueling up at the concession stand, and then sitting in your seat for three hours, golf events are a more fluid viewing experience with opportunities to walk around and explore the grounds without missing any of the action.
Do you want to be part of the massive crowds trailing the big-name, popular players like Scottie Scheffler, Jon Rahm and Rory McIlroy or do you want to follow your favorite player? Maybe setting up shop at the green on No. 17 is your ideal afternoon.
That doesn’t even take into consideration figuring out what direction to walk when you first get there, let alone where to find the best food and beverage options throughout the day or weekend.
That’s why the PGA TOUR partnered with Everi, to leverage their sports and entertainment solution, Venuetize, to make attending a golf tournament as seamless as possible. If only playing golf was as easy.
“We partnered with Venuetize to help us build an end-to-end digital fan guide, so we were able to supplement the event attendee experience through the PGA TOUR mobile app,” said Christian Skaret, PGA TOUR Digital Product Manager. “The early goal of the partnership was to create a mobile experience that guided the fan’s journey while attending a PGA TOUR event. We looked to make the PGA TOUR app a complete resource for anything an attending fan could need.”
Kicking off their partnership in 2015, the PGA TOUR and Venuetize, which was acquired by Everi in October 2022, have evolved and grown the app into a one-stop shop for PGA TOUR fans, whether they’re on the ground at an event or watching from home.
The app gives fans the ability to purchase and manage mobile tickets via Ticketmaster, find players and venues using a live digital course map, and even ease transportation to and from the course thanks to Waze and rideshare integrations.
As golf has grown in popularity thanks to the COVID-19 pandemic and a confluence of other factors over recent years, the PGA TOUR completely revamped its digital platforms to make attending and viewing tournaments easier and more seamless whether you’re a diehard fan or a first-time event attendee.
As the first major sports league to resume play in June 2020, the TOUR doubled down on prioritizing fans — even if they weren’t permitted at the first few events due to safety restrictions — by evolving its digital platforms. TOUR broadcasts, app and website became fans’ reintroduction to the competition they missed during the height of the pandemic, which resulted in record traffic during that period.
“Our collaboration with the PGA TOUR, through the Venuetize solution, is about enriching the on-site experience for every fan,” said DC Ramsey, Vice President at Everi. “Attending a golf tournament is a unique experience, and we believe that every moment should be seamless, from using your ticket’s loaded value on food and beverage or merchandise to tracking a favorite player on the course.
“Our goal is to play a role in making each event feel both personal and memorable for the attendees and we look forward to continuing our long-term partnership with the PGA TOUR.”
The improved and evolved digital platforms that came on the heels of the COVID-19 pandemic have helped fuel fan interest in the TOUR and sports, which saw a record 41.1 million Americans play golf in 2022, according to the National Golf Foundation.
With golf more popular than ever as it was the go-to safe, outdoor sport during the height of the pandemic coupled with a combination of other factors including greater accessibility thanks to off-course golf-entertainment venues like Topgolf and Five Iron, the rise of golf streetwear fashion, and the popularity of the Netflix docuseries “Full Swing,” the TOUR’s digital platforms remain a focal point for golf fans, especially as more younger demographics get into the swing of things.
Last year, almost half (48%) of all golf participants (on- and off-course) were between the ages of 6 and 34, outsizing their share of the United States’ 6-plus billion population (41%), per the NGF study.
Coupled with changes to the TOUR’s schedule, including the introduction of high-stakes designated events with larger purses to guarantee more excitement week in and week out, average weekly digital visits on PGATOUR.com were up 8% in Q1 compared to 2022, while the number of TOUR app downloads on iOS in Q1 were up 60% compared to last year.
“Far and away the most popular questions that TOUR staff and volunteers receive onsite at tournaments relate to getting around the course,” Skaret said. “‘How do I get to X hospitality venue?’ ‘Where is the nearest concession?’ ‘Where is player Y?’
“Venuetize’s software development kit in the PGA TOUR app puts those answers right in fans’ hands.”
With golf becoming more accessible to players and fans alike, the TOUR is continually iterating, evolving and expanding its digital platforms — including the app with Venuetize — to empower and engage fans.
Ahead of the 2023 FedExCup Playoffs, the PGA TOUR introduced new digital-focused initiatives including a corresponding virtual reality FedExCup Playoffs, a new win probability feature on the expanded scoreboard, and PGA TOUR Scramble on Roblox.
“We are always looking for new ways to reach our fans,” Skaret said. “Not every fan is using our app or watching our broadcast, so we need to find new ways to engage them in our sport. Some of those recent digital initiatives, along with ‘Full Swing’ on Netflix, allows us to reach fans in those new ways.”
