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July 12, 2022

TikTok in content deal for PGA Tour, DP World Tour, The Open

The video sharing platform has penned a deal with three of golf's biggest properties as it seeks to grow audiences.

By Stu Robarts

Video sharing platform TikTok has penned a new exclusive content deal with US golf’s PGA Tour, the DP World Tour (formerly the European Tour), and the prestigious Open Championship.

The partnership, announced yesterday (July 11), is aimed at helping to grow the game and bring it to “new and diverse audiences.”

Content shared through the tie-up will feature some of the biggest names in golf, behind-the-scenes clips, and golfing tips.

In addition, TikTok users can get involved via a ‘hashtag challenge’ to show how they are “embracing golf.”

TikTok says golf-related content is seeing a surge of popularity on its platform, and its planned activity around The Open this week (July 14-17) will help it to capitalize on that.

The new content deal is the latest in a series that TikTok has agreed with sporting properties as it seeks to build audiences in that area. Among them are the 2022 UEFA European Women's Football Championship, North American ice hockey’s National Hockey League, and cricket’s Pakistan Super League.

Sanjit Sarkar, strategic partner manager at TikTok, said: "This partnership will give golf fans unique access to the game’s most iconic players and tournaments while enabling the PGA Tour, DP World Tour, and Open Championship to grow and reach new audiences.

“It’s amazing to see how golf is taking off on TikTok and we want to keep bringing our community the best content from the sport they love. We can’t wait to see the creative ways people get involved in an exciting summer of golf."

Will Pearson, head of content at the DP World Tour, added: “Between the historic co-sanctioned Genesis Scottish Open and The 150th Open Championship, this is a massive two weeks in golf and we are thrilled to be partnering with TikTok, the PGA Tour and [Open Championship organizer] the R&A on the #golf campaign.

“TikTok has been a brilliant platform for us to reach a younger, broader audience and this collaboration enables us to continue that work.”

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