PGA of America enters into Chinese digital media initiative

Golf body the PGA of America has partnered with Hong Kong-based sports events and media company i3 Sports on a digital media initiative for the Greater China region.

Under the multi-year licensing agreement, i3 Sports will create and implement a digital media strategy that localises the PGA’s library of content and distributes it via platforms including a dedicated microsite on online streaming platform Sina Sports.

Content will include highlights from PGA of America events, PGA professional video instruction, articles and social profiles.

In addition, monthly features on PGA professionals in the region will be covered, as well as promotion of PGA Junior League Golf, which is launching in China this summer.

“The opportunity to showcase the unparalleled expertise of PGA Professionals, as well as deliver engaging PGA.com content through i3 Sports in Greater China is a tremendous growth-of-the-game opportunity,” PGA of America chief executive Pete Bevacqua said.

The PGA of America operates major championship events including the PGA Championship, Ryder Cup, Women’s PGA Championship and Senior PGA Championship.