The Legends Tour has become the number one golf tour on YouTube, surpassing 1.75 million subscribers. The increase made the over-50 tour surpass the PGA Tour for the top spot in the online video platform’s subscriber charts.
Last week the Legends Tour played its flagship event, the Staysure PGA Seniors Championship hosted by Colin Montgomerie, at Trump International Golf Links. Throughout the week there were more than 1.9 million views of the Legends Tour videos, including more than 888,000 views of the last outstanding round which achieved great engagement, and received more than 17,000 likes.
Of the Legends Tour channel’s 1.75 million subscribers, 42% of viewers are 55+, and 48% are in the 25-54 age bracket. The audience is made up of 65% men and 35% women.
Speaking about climbing to the top of the YouTube Golf Tour table, Legends Tour chief executive Ryan Howsam said: “It’s great to have reached the milestone of being the number one golf category on YouTube, now we need to build on this. The Legends Tour is a worldwide cast of the most successful golfers to have played the game over the past 40 years. We now go to Vietnam, India, Zambia, all over Europe and the UK and USA. We are a global business which is why we attract golf fans and sponsors around the world.
“When I took over the Legends Tour, my vision was to follow the market for over 50 years, and it was clear to me that it could not be marketed properly – the legends of this game could be put at the forefront and at the center of the Tour. . Our tour has players from all over the world and covers four continents in our tournament schedule.
“If you take last week’s event, the Staysure PGA Seniors Championship, you have four Ryder Cup captains, six major winners, a bunch of Ryder Cup players and many more winners – something to shout about! We have a lot of players on this tour who are household names. Many of our fans have grown up watching and supporting these top players, now they continue to follow their progress and want to see more conversations and their performances through social media and digital channels. “
Howsam added: “We have built on unique assets such as the Legends Tour playing experience and an established 12 million travel database with Staysure, the UK’s largest travel insurer, leading to inflows from sponsors, but also governments and visitors. boards are really starting to take notice. The tourist boards know that the team we have put together, what they do at the competitions when we are at the resort is attractive and that is a big win for our partners.”
So far this year there have been over 4.6 million views of Legends Tour content on YouTube with live traffic generating 47% (1 January to 31 July 2024) of total viewing time, highlighting the high level of natural interest and engagement in this product. .
In 2024, the top three videos all come from the tour’s premier event, the Staysure PGA Seniors Championship.
Legends Tour Chief Marketing Officer, Keith Mitchell, is proud of the brand’s growth with social media channels, such as YouTube: “This is a lucrative market that has been waiting for someone to develop it. Managing the digital space and using video content to tell our story and engage new fans was the main objective from the beginning.
“In order to reach specific audiences and increase the relevance and effectiveness of content, paid media campaigns are used to increase visibility. This ensures that the material reaches a large audience that may not be aware of the Legends Tour and compliments the channel’s organic success. This balance helps ensure sustainable growth and engagement, especially in our emerging markets.
“The world tour with players like Angel Cabrera and Jeev Milkha Singh is helping to reach new places like Argentina and India – Milkha Singh will be having a Legends Tour event in India at the end of August. A global brand, with global players.
“We started this journey four years ago with the first step of looking at content teams and how we can break down the silos across digital, social and TV content to provide a more efficient production and delivery process that results in higher quality for golf fans. content through their chosen platform. This streamlined process allows us to put more resources into distribution and acquisition of new audiences and grow the Legends Tour brand globally. This milestone is a tribute to the entire team and shows that all our hard work is paying off.”
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