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PGA Tour taps Qualtrics to for event analysis brief

Software will help golf circuit monitor and analyse feedback in bid to improve tournaments.

16 August 2022 Steve McCaskill

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  • Qualtrics offers employee and customer management services
  • Manchester City is also a Qualtrics partner

The PGA Tour is partnering with self-proclaimed ‘experience management’ (XM) technology firm Qualtrics to analyse fan, player and partner feedback from its events.

The US-based golf circuit is seeking to improve everything across its operations, from event organisation and ticketing through to digital services.

As ‘official experience insights provider’, Qualtrics’ will provide customer and employee management products to generate insights. These will be drawn from social channels, surveys and online reviews so the PGA Tour initiate action points based on findings in the short term, while altering long-term strategy.

The hope is that these insights will deliver better tournaments, happier players, more commercial revenues and a more engaged fanbase at a time when rival circuit LIV Golf is courting leading players with vast riches.

“We are excited to welcome Qualtrics to the PGA Tour and look forward to using their industry-leading XM platform to understand fan insights,” said PGA Tour vice president for fan engagement, Travis Trembath.

“Our fans are at the heart of what we do at the Tour and Qualtrics will allow us to communicate and engage with them in a more meaningful and relevant way. We look forward to working with Qualtrics to enhance the PGA Tour experience for fans as well as other key stakeholders.”

Qualtrics was acquired by enterprise software giant SAP for US$8 billion in 2018 and went public three years later. It now works with 16,750 organisations across all industries, including English Premier League soccer champions Manchester City, and is the main sponsor of the National Basketball Association’s (NBA) Utah Jazz.

“As the world’s premier membership organisation for professional golf, the PGA Tour understands the importance of creating exceptional experiences for fans and players both on and off course and attracting new fan demographics,” said Brad Anderson, Qualtrics’ president of products and engineering. “With Qualtrics, the PGA Tour will never miss an opportunity to engage with fans and provide its employees with insights to build deeper relationships that inspire the next generation of fans, players, partners and communities worldwide.”

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