PGA TOUR Announces Spaces As Part Of 2022 Twitter Extension, American Express Extends Tournament Sponsorship
January 19, 2022
The PGA TOUR and Twitter announced a renewal of their content agreement that supports the TOUR’s creation of exclusive content for Twitter’s new live audio feature, Spaces. As part of the agreement, the PGA TOUR will continue to publish real-time highlights each day of every official PGA TOUR tournament. Additionally, the PGA TOUR will make branded and player-specific highlights and weekly Twitter Moments recapping tournament play available for sponsorship with Twitter Amplify.
The PGA TOUR plans to create Spaces throughout the season in 2022 with exclusive coverage featuring current players and industry experts that will discuss all the action on the PGA TOUR and the race for the FedExCup.
“The PGA TOUR and Twitter have been committed to creating innovative ways for fans to interact with our sport,” said Chris Wandell, Vice President Media Business Development, PGA TOUR. “Spaces is a great platform for the TOUR to deliver exclusive content to its fans in what promises to be an exciting year in golf.”
TOUR Spaces will debut at The Honda Classic at PGA National Resort & Spa, February 21-27. The coverage will be available globally on Twitter and can be found via @PGATOUR.
“We’re so happy to see our partnership with PGA TOUR expanding to bring even more of golf’s best moments and hottest topics to the Twitter timeline,” said TJ Adeshola, Head of US Sports Partnerships at Twitter. “The golf community on Twitter has seen tremendous growth over the course of our partnership and this year, weekly Spaces will bring them closer than ever to the tournaments and experts.”
The PGA TOUR has participated in the Twitter Amplify program since 2015 enabling advertisers to sponsor @PGATOUR video content. The PGA TOUR and Twitter initially teamed up to live stream tournament coverage during the opening rounds of the first two events of the 2016 FedExCup Playoffs. The two companies formalized their live stream relationship in January 2017 when they agreed to stream PGA TOUR LIVE coverage from select events during the 2016-2017 PGA TOUR Season. In 2020, Twitter and the TOUR teamed up on “Twitter Multicast,” a global live content execution that was a first-of-its kind for the social media platform.
American Express Extends Sponsorship of The American Express through 2028
The PGA TOUR today announced American Express will continue its role as title sponsor of The American Express in La Quinta, California, through 2028. The annual tournament, which features a unique pro-am format, takes place January 20-23 at PGA WEST Stadium, PGA WEST Nicklaus and La Quinta Country Club.
“Giving back to the community while celebrating the passions of our customers is at the center of what we do at American Express,” said Stephen J. Squeri, Chairman and Chief Executive Officer of American Express. “We’ve seen the positive impact this tournament has on golf fans and the local community in the Coachella Valley. We’re honored to continue this legacy by extending our role as title sponsor and growing the total charitable funds raised to support so many outstanding local organizations focused on helping small businesses, the health and wellness of the community, youth sports, education and more.”
Since its introduction in 1960, the tournament has generated approximately $63 million for numerous non-profit organizations in the Coachella Valley that enrich the lives of Valley residents. In just two short years, The American Express has since donated $2.1 million to Coachella Valley-based charity organizations and looks forward to continuing to make a significant impact within the local community for years to come.
“Extending our partnership with American Express secures the future of PGA TOUR golf and its impact in the Coachella Valley for years to come,” said Jay Monahan, PGA TOUR Commissioner. “In the past two years alone, American Express has helped produce tremendous growth and awareness for this historic event, offering up a great field and a first-rate tournament experience. All this while generating significant charitable impact in the region.”
World No. 1 ranked player Jon Rahm, FedExCup champion Patrick Cantlay and Phil Mickelson, a 45-time PGA TOUR winner and World Golf Hall of Fame member headline The American Express field. Si Woo Kim of South Korea, winner of The American Express last year by one stroke over eventual FedExCup champion Patrick Cantlay, returns in 2022 to defend his title. All four rounds throughout the weekend will be carried live on Golf Channel and streamed on ESPN+.