The PGA Tour officially unveiled its new media studios Wednesday. The 165,000-square foot building in Ponte Vedra Beach, Fla., will help the organization expand its digital footprint, launch new international feeds, and—maybe most importantly to the sport’s leaders—set golf up to leverage distribution possibilities once its current media deals expire after 2030.
“When we started talking about the building in those terms with our board, they got it immediately,” PGA Tour chief commercial officer Rick Anderson said.
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The building was conceived in 2017 as PGA Tour commissioner Jay Monahan and others monitored a changing media environment. The tour signed nine-year deals with CBS, NBC and ESPN in 2020 at a reported 70% price increase.
As part of the new tie-ups, the PGA Tour expanded its Thursday and Friday PGA Tour Live coverage on ESPN+, taxing the production capabilities at the previous entertainment facility in St. Augustine, which had been used since 1997.
“You could easily foresee a future after 2030 where we will be able to produce every shot live, every single week,” PGA Tour SVP, media Luis Goicouria said. “In order to do that, you need a facility that can handle it.”
PGA Tour leaders are still evaluating the media partnerships and business models that would make such an offering feasible, but technically, it’s now achievable. In 2024, the PGA Tour also rolled out a new line of production trucks for event coverage.
Developing in-house capabilities could also make PGA Tour rights more attractive to streaming companies or other non-traditional broadcasters.
In the meantime, the PGA Tour is growing its global footprint. A world feed debuting at the Players Championship will focus on international competitors. Going forward, the tour could sign deals to produce country-specific feeds as well.
“We’re very focused on making our international product better,” Goicouria said. The steps are notable given ongoing talks about a merger of the PGA Tour, European Tour and Saudi Arabia’s LIV Golf.
The PGA Tour has also upped its investment in digital shows. A virtual set will allow for more talent-hosted programs and activations; ahead of the official launch, PGA Tour creators spent an hour with Tiger Woods reviewing career highlights.
“It’s something that we would have never been able to do in the old building,” PGA Tour SVP for content and production Michael Riceman said.
The PGA Tour backed new media and commerce company Pro Shop in 2024 to further expand youth-focused golf content. The new building will house up to 300 employees.
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