What is the size of the business opportunity in which ESPN joins as a partner, and is it important for him to handle its US media budget for that service? The following happened.
TGL presented by SoFi, the new tech-forward team golf league developed by Tiger Woods and Rory McIlroy’s TMRW Sports in partnership with the PGA TOUR, and ESPN have announced a multi-year partnership that makes ESPN the exclusive home of TGL matches in the United States beginning in January 2024.
The significance of the change was well articulated by Topgolf Callaway Brands president & chief executive Chip Brewer in a Financial Times interview:
“In the US, off-course golf is already larger than on-course golf (28mn versus 25mn), and it is structurally set to grow more quickly’’.
TGL programming will be featured across ABC, ESPN, ESPN2 and ESPN+. ABC will air a TGL presented by SoFi preview show on Saturday, Dec. 30.
The inaugural TGL match will air in prime time on ESPN and ESPN+ on Tuesday, Jan. 9, the night following the College Football Playoff National Championship.
The second TGL match will air in prime time on ESPN and ESPN+ on Tuesday, Jan. 16, the night following ESPN’s Monday Night Football NFL Wild Card game. All Matches will air on either ESPN or ESPN2 and simulcast on ESPN+.
TGL presented by SoFI will debut in January 2024:
- ESPN: TGL Week 1: The inaugural TGL match will air on Tuesday, Jan. 9, at 9 p.m. ET on ESPN and ESPN+. This will benefit from a promotional surge the night before during ESPN’s coverage of the 2024 College Football Playoff National Championship Game, traditionally one of the most-watched ESPN events yearly.
- ESPN: TGL Week 2: TGL’s second-week match will air on Tuesday, Jan. 16 at 7 p.m. ET, the night after ESPN’s Monday Night Football NFL Wild Card Game that airs on both ESPN and ABC.
- ABC: TGL Preview Show: On Saturday, Dec. 30, ABC will air a TGL presented by SoFi preview show that will delve into the debut of this new golf league and introduce the 6 teams of PGA TOUR players, some of whom will demonstrate the advanced technology behind TGL in SoFi Center, the custom-built TGL arena.
- All Matches will air on ESPN or ESPN2 and simulcast on ESPN+.