Sports

PGA Tour Unveils Cutting-Edge Media Studios in Florida

The PGA Tour has officially launched its new state-of-the-art media studios in Ponte Vedra Beach, Florida, marking a significant step forward in the organization’s long-term strategy for growth and innovation in the digital landscape. The 165,000-square-foot facility is designed to expand the Tour’s digital footprint, enhance international content production, and prepare for an evolving media landscape as the organization eyes opportunities beyond its current broadcast deals, set to expire after 2030.

The opening of the media studios is a pivotal moment in the PGA Tour’s vision for the future, one that reflects a deep understanding of the rapidly changing media and broadcasting environment. PGA Tour chief commercial officer Rick Anderson emphasized the strategic importance of the new facility, noting that the concept of the project quickly gained traction with the board once they understood its potential.

“When we started talking about the building in those terms with our board, they got it immediately,” Anderson said. “This is a huge leap in ensuring that the PGA Tour is well-positioned to capitalize on the distribution possibilities that lie ahead.”

The journey to the media studios began in 2017 when PGA Tour commissioner Jay Monahan and other leadership figures began observing the shifting media landscape and its impact on sports broadcasting. The organization was already in the midst of negotiating new broadcast deals, having signed nine-year agreements with CBS, NBC, and ESPN in 2020. These deals, which reportedly included a 70% increase in the rights fees, further emphasized the need for a modernized infrastructure capable of supporting the Tour’s growing media demands.

As part of these new partnerships, the PGA Tour expanded its PGA Tour Live coverage on ESPN+ to include Thursday and Friday rounds, a move that proved to be a significant challenge for the previous media facility in St. Augustine, which had served the Tour since 1997. The increase in digital content offerings, combined with the added production demands, underscored the need for a new facility to handle the growing content output.

“You could easily foresee a future after 2030 where we will be able to produce every shot live, every single week,” said Luis Goicouria, PGA Tour senior vice president of media. “In order to do that, you need a facility that can handle it. We’ve built this space to enable us to meet that future demand.”

While the PGA Tour has not yet finalized all the media partnerships and business models that will make such expansive coverage feasible, the new media facility provides the technical infrastructure necessary to support such an ambitious vision. With the increased focus on streaming and digital platforms, the Tour is positioning itself as a key player in a more diverse and rapidly evolving broadcast environment.

In 2024, the PGA Tour also introduced a new line of production trucks designed for on-site event coverage, adding to the organization’s growing in-house capabilities. These production trucks, which enhance the Tour’s ability to produce live events, complement the new media studios and highlight the organization’s commitment to developing its own infrastructure in a competitive media market.

One of the key advantages of expanding its production capabilities is the potential to make PGA Tour media rights more appealing to a variety of broadcast partners, particularly streaming platforms and non-traditional broadcasters. By controlling more of its content creation and distribution, the PGA Tour aims to unlock new revenue streams and expand its global reach.

The new facility also positions the PGA Tour for greater international growth. In a bid to strengthen its global presence, the PGA Tour is rolling out a world feed starting with the Players Championship. This feed will focus on international players and is designed to cater to a growing global audience. The Tour is also exploring the possibility of creating country-specific feeds, allowing it to cater to regional markets and further boost its international appeal.

“We’re very focused on making our international product better,” Goicouria said. “We want to make sure that our content resonates with fans around the world. The new facility allows us to produce content that speaks to global audiences, and that’s critical for our long-term strategy.”

The timing of the new facility’s unveiling is particularly significant, given the ongoing discussions about a potential merger between the PGA Tour, the European Tour, and Saudi Arabia’s LIV Golf. These talks are shaping the future of professional golf, and the PGA Tour’s investment in its media capabilities signals its intent to remain a dominant force in the sport’s media landscape.

In addition to its expanded production capabilities, the PGA Tour is also increasing its investment in digital content and youth-focused golf programming. The new media studio features a virtual set that will enable the creation of more talent-hosted shows and activations. Ahead of the official studio launch, PGA Tour creators spent time with golf legend Tiger Woods, reviewing his career highlights in a way that would not have been possible with the older media infrastructure.

“It’s something that we would have never been able to do in the old building,” said Michael Riceman, PGA Tour senior vice president for content and production. “The new space gives us the flexibility and creative freedom to bring new ideas to life.”

As part of its broader strategy to diversify its content offerings, the PGA Tour has also backed the creation of a new media and commerce company, Pro Shop, aimed at expanding golf’s reach among younger audiences. This initiative, which launched in 2024, will be housed in the new media facility and is expected to play a crucial role in the Tour’s ongoing efforts to grow the sport’s fan base.

The new media studios will accommodate up to 300 employees, further expanding the PGA Tour’s in-house talent pool. With its cutting-edge technology, increased production capacity, and global strategy, the PGA Tour is poised to not only redefine its media capabilities but also to establish a more dynamic and sustainable future for professional golf in the digital age.

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