Under the multi-year licensing agreement, i3 Sports will create and implement a digital media strategy that localises the PGA’s vast library of content and distributes it via wide-reaching platforms, including a dedicated microsite on Sina Sports’ leading website – which reaches more than 200 million unique visitors a month.
“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,” said Pete Bevacqua, CEO, PGA of America, an Executive Member of the Asian Golf Industry Federation.
He added: “This partnership will enable us to expand the PGA of America’s global outreach in this emerging market through highly popular Web and social media outlets.”
The content will include articles, social profiles and expert PGA Professional video instruction, along with highlights from PGA of America events.
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 team at i3 Sports is excited to work on delivering PGA of America content throughout Greater China,” said Raymond Roessel, Founder and Managing Director of i3 Sports, and a PGA of America Professional since 1998.
“The content will include industry-leading instruction, profiles of PGA of America Professionals working in Greater China and news from the PGA of America, which operates Major championship events, including the PGA Championship, Ryder Cup, KPMG Women’s PGA Championship and KitchenAid Senior PGA Championship.”
Sam Lee, Sina Sports’ Head of Content Acquisition and Strategic Partnerships, said: “Sina Sports has worked on successful partnerships with i3 Sports in the past, and we’re delighted to now offer exclusive PGA of America content via Weibo and a dedicated micro-site.
“Our golf and sports fans are always looking for top-quality videos and stories, so we’re looking forward to promoting a wide variety of content from such a world-renowned organisation, dedicated to the growth and enjoyment of the game of golf.”