SB Nation, Golf Channel Partner to Launch Digital Content Partnership
As NBC Sports Group kicked off its inaugural coverage of The Open last week, Golf Channel and Vox Media’s SB Nation announced a strategic digital content partnership that will expand SB Nation’s golf programming and Golf Channel’s digital reach.
The content partnership will maximize SB Nation’s scope as the leading digital destination among young audiences, utilizing Golf Channel’s high-quality and authentic digital golf content.
Under the new partnership, which began last week with coverage of The Open, SB Nation will increase its golf coverage and create new original digital golf video content, covering major tournaments, key players, and important moments both inside and outside the ropes. Golf Channel Digital will supplement SB Nation’s expanded editorial coverage with video highlights, live scoring and access to Golf Live Extra. SB Nation and Golf Channel also will have a shared social distribution strategy.
“Golf Channel’s partnership with SB Nation offers the opportunity to expand golf’s reach more effectively to a younger, more digitally engaged audience, which is increasingly one of the most sought-after and highly valued demographics,” said Jon Kropp, vice president for Golf Channel Digital Media. “This partnership will shine a spotlight on golf’s current and up-and-coming superstars, delivering high-quality content that is accessible and showcases the game we all love.”
“We’ve seen a tremendous growth in the SB Nation audience’s passion for golf, particularly as many of today’s star players are young and connect with digital-savvy fans, ” said Kevin Lockland, VP of Editorial Operations, SB Nation. “Golf Channel is the preeminent place for coverage and insight into the game, and SB Nation is the fastest growing digital sports brand. Together we’re creating content that goes beyond the leaderboard to reach millions of fans in new ways.”
Golf Channel’s and SB Nation’s partnership is the latest initiative following NBCUniversal’s strategic investment in Vox Media in August 2015. Advertising partners of both brands now have the opportunity to reach SB Nation’s young, affluent audience of over 83 million people each month, around leading, and all-encompassing golf coverage.