Golf.com and Golf magazine is a legacy sports media brand with a growing digital audience and social footprint. Since its acquisition in 2016, the executive team has reimagined its approach to content and engaging its audience.
The Challenge
Golf boasted a talented and established roster of writers, analysts and franchises, yet was seeking to expand its original programming slate, ID and cultivate new talent to grow their demographic, and launch its podcast network.
STRATEGY
We identified an opportunity to address multiple goals for its brand with dynamic new talent around a differentiating concept. Subpar, with Colt Knost and Drew Stoltz allowed the brand to stay present with tour professionals, relaunch their YT, launch their Podcast initiative, and connect with a new, younger, and hyper engaged golf audience.
RESULTS
Subpar has become the most successful franchise to date for GOLF.com
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Reached #1 Podcast in golf & Top 30 in Sports
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Guest Roster of 25+ PGA Tour Players, Pro Athletes, and Celebs
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GOLF.com's highest revenue generating franchise to date
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Drove 50%+ of new GOLF.com YouTube Subscribers
