This season, the PGA TOUR launched the #LiveUnderPar campaign with a promise to extend the game beyond ropes, bringing fans closer to the players and action than ever before.
The program was embraced not only by the TOUR, but by the players as well. The game’s top athletes have taken to social to give fans an inside look at their experiences on and off the course. In the past year, the top 50 players in the FedExCup standings shared almost nine thousand posts to their personal Twitter, Facebook, and Instagram channels, producing just under 80 million video views and over 33 million engagements.
Throughout the season, social flexed its power with golf fans. Feeds were on the brink of exploding each time Tiger was in contention, a little one-on-one match was announced, and Phil nailed his intro to Twitter.
— Phil Mickelson (@PhilMickelson) August 22, 2018
While legends like Tiger and Phil make headlines with each tweet, many of the game’s rising stars have been active in building their own brands. The up-and-comers are effectively engaging and growing their audiences by sharing post-round highlights, pre-tournament tee time graphics, and celebrating big accomplishments.
— Tony Finau Golf (@tonyfinaugolf) September 18, 2018
The TOUR’s athlete-driven MVPs
Below, we break down the social data for the top 50 players in the FedEx Cup standings. We analyze their performance by audience, activity, engagement, and growth on Twitter, Facebook, and Instagram from August 30, 2017, to August 30, 2018.
These are the PGA TOUR’s strongest brands on social.