How PGA Tour’s new Creator Council will try to grow its fans

When Andy Weitz took over as the PGA Tour’s new chief marketing and communications officer and executive vice president of investor relations in June, there was one topic he immediately wanted to address: How the Tour is connecting with future generations of fans. 

When he saw the Tour had already been putting the wheels in motion for the Creator Classic, he was pleasantly surprised, but Weitz and the Tour are looking to further engage with a burgeoning sect of golf fans that consume the game via social media and YouTube. 

That mission is what led the PGA Tour to announce late last week the creation of the Creators Council, which will be an advisory group made up of some of the most popular and well-known golf content creators on the internet. 

“The question then began, if we have a platform that creators want to come and participate on in that manner…can we develop a more persistent relationship, a dialogue, an ongoing opportunity to learn from them. To get feedback, to co-create and as a result together to more…