Fewer commercials, more intimate moments, and a creator lounge?
Mastercard, the presenting sponsor for this week's Arnold Palmer Invitational, is partnering with the Tour for a few innovations in both the broadcast and on-site experience.
More details are covered in
this Sports Business Journal article (look at me), but the big idea is that instead of a commercial break—Mastercard will sponsor live look-ins on specific shots mid-round. Commentators will break down the shot and we'll get the chance to hear the player-caddie discussions in more detail.
This is off some massive fan survey the league did where they learned that we wanted to see and hear more player discussions mid-round. Which, for me at least, is true. Some are more entertaining than others, but considering how largely silent the caddies are in golf culture at large—could be super interesting to hear these convos.
Taking a step back, from a business POV, I love this trend of sponsorship and hope it succeeds so others can try their hand. But in the largely commercial-free streaming world, no one has patience for ads. So why not give us something of value instead and create some positive brand moments in the process.
Another thing Mastercard is doing at the API is a Creator's Studio area where social media folk can gather, mingle, and shoot content. This feels a bit further down the "Who cares?" scale—but if it means that more people on social will cover these events then I get the appeal for the Tour at least.
<Patiently waits for Creator's Studio media pass...>
