Charting a New Course

A new PGA TOUR season brings with it a freshly designed app and stunning website that engage fans with the content and functionality they asked for.

- EVAN ROTHMAN

FOR GOLFERS ON THE PGA TOUR, MAKING CONSTANT efforts to improve their game is simply the cost of doing business. The same can be said for the teams behind the sport. The PGA TOUR itself has been on a continual journey to further engage fans and stay on top of the leaderboard in the competitive landscape of sports business. The TOUR's latest digital products are proof of that mission. Its wholly reworked app was officially introduced at the season's opening Sentry Tournament of Champions in January 2023, with a website launch shortly after. Both boast more immersive features, deeper data, and richer storytelling for golf enthusiasts.

"We wanted enhanced, personalized, and purposeful experiences to bring fans even closer to the TOUR's star-studded array of players, tournaments, and courses," says Eric Hanson, vice president of digital product management for the PGA TOUR. "That was our North Star during the redesign."

Performance and Personalization

Overhauling the app and site didn't happen without in-depth input from TOUR stakeholders. To shape the substantive updates, the TOUR began by parsing extensive feedback from end users: Hundreds of personal interviews with fans and players led the TOUR to prioritize visual stories, upgraded imagery, and compelling stats.