Lessons From The PGA Tour In Marketing Partnerships And Fan Engagement
Julio Gomez, Director of Brand Marketing at JPBranding Group, focuses on integrating technology into brand development & digital strategies.
The Players Championship has transcended its status as a golf tournament to become a global showcase of fan engagement and marketing innovation. By leveraging strategic partnerships, cutting-edge technology and the iconic TPC Sawgrass course, the PGA Tour delivered an unparalleled experience for fans both on-site and at home.
Whether you watched the 2025 tournament in person or from your living room, you couldn't miss the impact of its marketing partnerships. Here are the three key takeaways.
1. Creating Loyalty Through In-Person Fan Experiences
At the heart of this transformation is the PGA Tour's commitment to fan-centric experiences. The 2025 Players Championship brought 144 golfers from around the world and attracted roughly 100,000 spectators, offering brands an unmatched opportunity to forge lasting connections with audiences beyond digital touchpoints.
By embedding brand activations into the live environment, marketing partners aligned with the PGA Tour's values while engaging fans in authentic, memorable ways that digital experiences can't replicate. A 2018 Deloitte survey found that comfort (including safety and cleanliness), sightlines, entertainment and overall atmosphere were top fan priorities—each rated as at least 50% more important than any other aspect of the event.
Comcast Business's Game the Green app, for example, enabled fans to predict shot landings on the 17th hole in real time using advanced network capabilities and live weather data from MachineQ IoT sensors. The Comcast Business Pavilion also featured gig-speed Wi-Fi, live coverage and interactive activations.
Today, brands can build loyalty and maximize ROI by strategically integrating interactive elements into these experiences. Immersive tools—like real-time prediction apps or AR/VR games—personalize fan engagement. When tailored to audience preferences, these experiences encourage social sharing and foster community. Loyalty programs and reward can motivate participation, while robust analytics ensure measurable outcomes and continuous optimization.
By combining technology, audience insight and data-driven strategic refinement, brands can turn in-person experiences into powerful, long-term loyalty drivers.
2. Immersive Engagement And Gamification (Fans At Home)
Innovative broadcast technologies have revolutionized how fans experience The Players Championship from afar. In 2025, broadcast partners NBC and Golf Channel introduced drone-enabled augmented reality (AR) and Toptracer technology to track shots in real time and enrich broadcasts with immersive visuals.
Cosm brought the tournament to life in shared reality, broadcasting at its immersive venues in Los Angeles and Dallas. Meanwhile, ESPN Bet on PGA Tour Live returned with unique insights and live betting analysis, following its debut at the WM Phoenix Open.
To engage remote audiences effectively, brands should tap into immersive technologies like AR and virtual reality (VR) to create interactive fan zones, virtual stadiums or personalized product showcases that blend the physical and digital worlds. Gamification elements—prediction challenges, leaderboards, activity-based rewards—can further incentivize active participation and reward loyalty.
Real-time data and social media integration allow fans, especially digital-natives, to interact with live stats, share content and connect with others during events. Curated exclusive access experiences—virtual meet-and-greets, behind-the-scenes tours, VIP content—strengthen emotional ties and brand affinity.
To scale effectively, brands should pilot new experiences, partner with tech experts, and use feedback and analytics to optimize performance. By prioritizing immersive, interactive engagement and adapting quickly to fan expectations, brands can build deeper engagement, lasting loyalty and enhanced marketing impact.
3. Aligning Brand And Consumer Values
Brand partnerships resonate most when built on shared values. When audiences feel that a brand reflects their beliefs, engagement, loyalty and conversion rates rise. A 2021 World Economic Forum study found that 70% of consumers buy from brands whose values align with their own.
Stanley 1913, the official insulated drinkware partner of the PGA Tour, is a strong example of this. Its eco-friendly products align with the PGA Tour's commitment to sustainability and the values of its diverse fan base—encouraging environmentally conscious choices on and off the course.
When launching co-branded campaigns, companies should prioritize engaging their loyal customers. According to Visual Objects, 43% of consumers are more likely to try a co-branded product from a company they already trust. Harvard Business Review also cites Bain & Company research showing that increasing customer retention by just 5% can boost profits by as much as 95%.
A Playbook For The Future Of Fan Engagement
As brands continue to seek authentic, lasting connections with engaged audiences, The Players Championship offers a compelling playbook. By aligning with shared values, harnessing technology and putting the fan experience first, brands can drive business outcomes while elevating the experience of sport. The tournament is not just an event—it's a model for the future of sports marketing and fan engagement in a digitally connected world.
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