If you’re one of those people who believe the word “golf” to be synonymous with “geriatric”, then it’s time to update your perception of the sport.
The PGA has devised a marketing tactic to stir up golf’s interest amongst the younger adults and youth of America. Through Bedrocket, a digital entertainment company, the PGA will broadcast its own video network channel, Skratch TV. Displayed across social media outlets, Skratch TV will be home to everything golf; and will look to captivate a younger audience through a more “hip” delivery of highlights, productions, and tailored programming.
Statistics show that golf does, indeed, have a healthy fan base of younger peoples; and the PGA is seeking to strengthen their grip on these individuals. Tim Finchem is well aware of golf’s popularity and also the need to further entrench the sport.
He’s the Commissioner of the PGA Tour and he reiterates, “As younger fans find new ways to follow their favorite sports, it’s important to deliver great golf content to platforms that they use and in a voice that resonates with them.”
Skratch TV’s approach will be communication through brief, yet efficient video clips. The objective is for these clips to provide enough information and entertainment to appease younger markets, and to avoid coming across as forced or generic.
In describing his company’s style, Bedrocket’s Founder, Brian Bedol, insists, “It doesn’t pander, it doesn’t speak down, it doesn’t try to be too glossy or contrived. We just try to tell good stories in ways the audience wants to watch and share.”
Bedrocket’s credentials show the company can accurately represent for the PGA, speak to younger people, and not undermine the integrity of golf.
Preserving its prestige and remaining true to its more senior fans and participants is of utmost importance to the PGA. The challenge will be finding the happy medium that connects fans of all different ages to this sport rich in history and tradition. It’s vital for the sports’ longevity that its younger fans stay committed to golf, and they must feel wanted for that to occur. The sport has to be inviting to them, and receptive to their cultural trends. Skratch TV will serve as the PGA’s link to the more elusive age brackets; and, hopefully, can bring attraction to golf–without compensating its image.