US pay-television broadcaster the Golf Channel renewed its exclusive rights deal for the Kraft Nabisco Championship, the first major of the season in the women’s game, for a further three years, from 2012 to 2014.
The renewal follows a one-year deal for the 2011 edition of the Championship, which was a ratings success for the Golf Channel. Average viewing for last year’s tournament was up by 29 per cent on the previous year, when the CBS network and sports broadcaster ESPN televised the event.
Rights-holders the Ladies Professional Golf Association will also have been pleased with the increase in the hours of coverage the championship received in 2011, with the Golf Channel dedicating 34 hours to the event, up from only 9 hours in 2010.
LPGA Tour Commissioner Mike Whan said: “Based on the strong promotional advertising, the incredible tournament coverage and ‘storytelling,’ and the record-high viewership results that occurred in 2011, we’re excited to partner with Golf Channel and continue showcasing the LPGA’s first major.”
The Golf Channel will broadcast six hours of daily coverage from the first two rounds of the tournament, followed by four hours of live coverage on the Saturday and Sunday.