The PGA TOUR has repped its trusty slogan, “These Guys Are Good,” for more than two decades. Yesterday, they announced that a new tagline — “Live Under Par” — would replace its longstanding predecessor.  The updated slogan sets the stage for a PGA TOUR that goes beyond traditional marketing and broadcast methods to reach fans on their screens of choice. The tagline’s accompanying campaign promises to embrace access to the personalities and culture that surround the game.

Since launch, the TOUR has looked to golf’s premier personalities to drive the announcement. In just over 24 hours, more than 30 PGA TOUR players have shared #LiveUnderPar posts to their social channels.

+ 32 PGA players

+ 130 thousand engagements

+ Reaching over 3.7 million fans

Each participating golfer has shared at least one post featuring an image or video of themselves alongside #LiveUnderPar branding elements. The athlete-driven approach has effectively amplified the campaign’s launch, reaching almost four million fans with high-quality content that is unique to each golfer.

The PGA TOUR has long been a leading sports property in athlete marketing; building the game’s popularity alongside the brands of the players. With an increased focus on social-first fans, we look forward to the athlete-driven future that the TOUR and the players are sure to embrace as they #LiveUnderPar.