Search

Discovery Continues All-In Play On Golf With Golf Digest Acquisition -- Here's Why - Forbes

Tiger Woods talks with GOLFTV's Henni Zuel, part of his exclusive content deal with Discovery Golf's video streaming service.

Discovery Golf

Discovery Inc., best known for its entertainment networks like Discovery Channel, HGTV, Food Network and Animal Planet, is going all-in on golf.

While the inside-the-ropes focus in the golf world this year has been the resurgence of Tiger Woods, Discovery has been perhaps the biggest mover and shaker off the course. That includes its exclusive content partnership with Woods, arguably the game’s most compelling personality.

Discovery also has a 12-year deal license the PGA TOUR’s international media rights and on Jan. 1 launched a new live and on-demand global video streaming service called GOLFTV. Most recently, the company acquired one of the most visible media properties in the game, buying Golf Digest from Condé Nast as part of its goal to become the world’s leading golf media platform.

So, why golf?

The acquisition of Golf Digest is the latest significant move by Discovery Golf.

Discovery Golf

Discovery Golf President Alex Kaplan says the game is a strategic fit with its transition into a direct-to-consumer digital company that targets passionate audiences of “superfans” in various content genres. Kaplan, who joined Discovery in January 2017 after holding senior leadership positions at the NBA and DIRECTV/AT&T, says there isn’t a better example of that superfan vertical than golf.

“It’s a global game with interest in every country in the world,” Kaplan told the National Golf Foundation’s website, The Q.

“People love to watch it and some of the biggest stars in the world, but people don’t just like to watch the pros, they like to engage themselves,” he added. “They play it, they buy equipment, they bet on it, they travel around it, they learn about it with classes and instruction, so that whole ecosystem is really interesting for us. We love golf and we love how golf fits into the business model we are evolving into.”

GOLFTV is presenting more than 2,000 hours of live PGA Tour action this year, with extensive tournament coverage and a wide range of premium on-demand content.

GOLFTV

The acquisition of Golf Digest is a major boost for Discovery’s visibility in the U.S., where it will continue to publish its popular monthly print magazine. While Discovery will also assume the global licenses for editions serving nearly 70 countries, Golf Digest most significantly provides a leading U.S. platform, one that reaches golf fans with not only print content, but instructional videos, equipment advice, course rankings, travel destinations, online bookings and more.

Kaplan calls Golf Digest an “amazing content engine” that gives Discovery incredible expertise and credibility in many components of the golf ecosystem, whether its reading about the game, playing it, learning about it or buying equipment, apparel and other golf-related products and experiences.

“Initially it’s going to be business as usual, but what we’re going to be doing is investing – in people, new features and functionality, digital platforms on the technology side,” Kaplan said. “Certainly, in years to come, I think it’s going to be bigger, better and more interesting.”

GOLFTV has made major waves in the industry since its debut, but is only available internationally. It’s reach in the U.S. has largely been limited to Woods’s exclusive interviews with GOLFTV’s Henni Zuel that are often featured on social media.

“We’re beyond happy with what he’s giving us and there’s more great things to come,” Kaplan said. “You’ll see some thoughts on instruction content from Tiger really shortly that’s going to be just incredible and something he’s never done before.”

It appears there's a lot more to come from Discovery in the golf world as well.

Woods and Zuel chat ahead of the Masters Tournament.

Discovery Golf

RELATED CONTENT:

The State of Golf for 2019 -- An Industry Roundtable 

Tiger Woods Partners With GOLFTV for Content, Including Behind-the-Scenes Access

PXG's New 0211 Irons: No Signature Weights and Pricing to Challenge Major Brands

Let's block ads! (Why?)


https://www.forbes.com/sites/erikmatuszewski/2019/05/17/discovery-continues-all-in-play-on-golf-with-golf-digest-acquisition-heres-why/

2019-05-17 11:30:00Z
CBMihwFodHRwczovL3d3dy5mb3JiZXMuY29tL3NpdGVzL2VyaWttYXR1c3pld3NraS8yMDE5LzA1LzE3L2Rpc2NvdmVyeS1jb250aW51ZXMtYWxsLWluLXBsYXktb24tZ29sZi13aXRoLWdvbGYtZGlnZXN0LWFjcXVpc2l0aW9uLWhlcmVzLXdoeS_SAYsBaHR0cHM6Ly93d3cuZm9yYmVzLmNvbS9zaXRlcy9lcmlrbWF0dXN6ZXdza2kvMjAxOS8wNS8xNy9kaXNjb3ZlcnktY29udGludWVzLWFsbC1pbi1wbGF5LW9uLWdvbGYtd2l0aC1nb2xmLWRpZ2VzdC1hY3F1aXNpdGlvbi1oZXJlcy13aHkvYW1wLw

Bagikan Berita Ini

0 Response to "Discovery Continues All-In Play On Golf With Golf Digest Acquisition -- Here's Why - Forbes"

Post a Comment

Powered by Blogger.