Acing Paid Social Success During Golf and Tennis Season
Each summer, millions of fans worldwide are eager to join in on the excitement of some of the largest golf and tennis tournaments. However, TV viewership for last year’s golf contest the British Open was down significantly from 2015’s figures, slumping by 75% from 4.7 to 1.1 million. American tennis competition the U.S. Open also saw a substantial decline in ratings, as the 2016 men’s final drew 1.4 million less TV viewers than in the previous year.
Nevertheless, golf and tennis are growing in popularity overall. The sports are now enjoyed by over 24 million and 17.9 million Americans respectively, and golf in particular was picked up by 2.2 million new players last year.
In light of changing TV habits, digital platforms and social media play a bigger than ever role in connecting with fans around the world. The organizers of Wimbledon understood this early and became the first UK sports tournament to incorporate Snapchat’s Live Stories and Twitter Live Streaming into its wider event marketing strategy last year. Similarly, PGA Tour opted to live stream matches to global audiences on Twitter and Facebook Live last year.
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