The Professional Golfers’ Association of America (PGA of America) has signed a multi-year partnership with Sina Sports.
The deal will see the 101-year-old organisation provide the Chinese media giant with media reports of its tournaments and activities to share in the Greater China region. The package will include videos, featured articles and tournament-related content from the PGA Championship, the Women’s PGA Championship and the Ryder Cup.
Additionally, golf training videos and weekly reports of PGA players will also be offered as part of the association’s strategy to grow its presence in Asia.
In return, Sina Sports will develop a new featured website for the PGA based on the provided content, as well as leveraging its Sina Weibo social media platform to promote the organisation. The broadcaster will also take charge of promoting the PGA Junior League, which launched in China this summer.
Its new agreement with the PGA of America increases Sina Sports’ portfolio of golf rights, which already includes the PGA Tour, the European Tour and the Masters major tournament.
The partnership will begin with this summer’s US PGA Championship, the final major of the year which is scheduled to take place between 10th and 13th August at the Quail Hollow Club in North Carolina.