The membership fees for TV’s golf club just got a lot more expensive. The PGA Tour, the organizer of the main professional men’s golf tours in the U.S., has struck a new nine-year deal with CBS Spo…
will continue to show FedExCup tournaments on broadcast TV, while NBC’s Golf Channel will remain the league’s cable partner. Rights to PGA Tour Live – a subscription-video service that was being offered in part by NBC via its subscription-based NBC Sports Gold – will migrate to Walt Disney’s ESPN Plus, which will make available a wider array of content from four live channels.
Part of the sport’s luster comes from its ties to sponsors. “The marketplace for golf advertising is very strong and it’s important to remember that the Tour delivers to its broadcast partners roughly 70% of the advertising in its underpinning deals with title sponsors and FedEx,” says McManus, in an interview. “We know each year that 70% is pre-sold, If you will, and that’s a real advantage. It helps unwind any risk we would have and enables them to have a significant but fair rights increase.
In turn, the media companies have agreed to work with PGA Tour to create more sponsorship and marketing opportunities, inside and outside golf coverage. The market for sports rights has always been costly, but prices are expected to continue to soar as media companies including ViacomCBS, Comcast and Walt Disney seek out content that draws bigger audiences who watch all at once, rather than at times of their own choosing.
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