ATLANTA — On a sunny Wednesday afternoon at the East Lake Golf Club, I witnessed an exciting blend of traditional golf and modern media. As the Tour Championship approached, professional golfer Shane Lowry, the 2019 Open champion, and Ryder Cup star Tommy Fleetwood were seen perfecting their putts on the practice green. Nearby, a lively group of YouTube creators, podcasters, and social media influencers gathered, each sporting their own camera crews, preparing to showcase their golfing talents.
This event marked the fourth installment of the Creator Classic, an innovative competition developed by the PGA Tour and supported by YouTube. Twelve of the most popular golf creators faced off in a unique nine-hole match, utilizing the same iconic course where professional golfers would soon compete in the season’s finale.
Among the participants were three stars from the “Good Good Golf” YouTube channel, which boasts nearly two million followers. As they made their way to the first tee, other professional golfers like Scottie Scheffler were wrapping up their practice rounds. A nearby group of children found themselves at a crossroads, trying to decide who to watch— the vibrant influencers or the seasoned pros.
For some, this blending of traditional golf and digital content may seem unusual. However, the PGA Tour recognizes that this youthful approach appeals to a new generation of fans. Chris Wandell, the tour’s senior vice president for media, explained the vision behind this event: “These creators speak to their own audiences in a unique way. The amount of content produced has been remarkable— organic moments that we could never have scripted.”
Historically, the dynamic between players and fans was straightforward: golfers compete while fans watch. However, technological advancements have given rise to a new group—content creators who engage directly with fans while playing the game. These influencers challenge the exclusivity that golf has often embodied, opening the sport to a broader audience.
The Creator Classic was born from the PGA Tour’s recognition of the growing influence of these creators, who have been engaging fans through player interviews, analysis, and even hosting their own mini-tournaments. The timing of the event was strategic. With only 30 players competing in the Tour Championship, the course was mostly cleared for the creators to shine.
This event served as a way to gauge interest from both fans and sponsors. Wandell noted, “We ran it as a test, and the feedback was overwhelmingly positive. Sponsors wanted to know how they could get involved; other tournaments expressed interest in hosting similar events.”
The creators represent a diverse blend of styles and audiences, focusing on different aspects of golf. Some offer in-depth analysis, while others infuse humor into their content. This variety serves to entice fans who might not ordinarily engage with traditional golfing events.
Some creators, like Luke Kwon with 379,000 subscribers, aim to keep things light-hearted. “My fans enjoy our banter and comedic take on golf,” he said. Others, like Roger Steele, focus on inclusivity, emphasizing that golf can be for everyone, regardless of their background. “There are opportunities for all; good people will help you flourish in this game,” he remarked.
The selected twelve creators reflected a youthful demographic, mostly residing within the millennial and Gen Z age groups. While they brought their unique interests to the game, all shared a common purpose: they drew significant audiences. The livestream of the event attracted over 20,000 viewers, illustrating the growing appeal of golfing content on digital platforms.
“The goal is to balance audience size and skill level. We want to attract a mix of viewers, although the course’s difficulty limits how diverse our skill set can be,” Wandell explained, referring to the challenge of the course where most participants were scratch golfers.
The Creator Classic highlights an important truth of the digital age: high viewership leads to revenue and brand interest. Many participating creators already had sponsorship deals and merchandise lines, mirroring typical patterns seen in professional sports. Renowned golfer Akshay Bhatia mingled with the creators, while other celebrity figures, like Atlanta Falcons quarterback Matt Ryan, even joined in as a caddy for the event.
As the excitement unfolded on the course, it was clear that the atmosphere was different. Creators enthusiastically engaged with their surroundings, eager to capture every moment for their global audience. This event was about more than just playing golf; it was about building a closer connection with fans and highlighting the game’s evolving nature.
In terms of performance, the creators faced challenges typical of East Lake’s difficult layout. While many struggled to stay under par, the experience of playing the course was invaluable. They represented the average golfer, making them relatable to viewers who watched from home.
Peter Finch, another creator with over 750,000 subscribers, summed it up nicely just before teeing off. “My main goal? To not be awful,” he joked—a sentiment many amateur golfers can relate to.
With a finish that featured an exciting sudden-death playoff, the Creator Classic was more than a test of skill; it was a celebration of community and evolving golf culture. Brad Dalke of Good Good Golf won the event, soaking wet yet thrilled to take home the prize.
In an age where traditional boundaries are blurring, golf stands out as a sport that can effectively embrace the creator economy. The familiar terrain of golf courses offers endless opportunities for creativity and engagement, making it uniquely positioned for growth.
As the creators wrapped up their day, they left the course having bolstered the connection with their audiences, proving that the world of golf is welcoming a new era—one where fans and influencers can play alongside the pros.
