Turner Sports has renewed its broadcast and interactive media deals with the PGA of America, covering the PGA Championship, PGA Grand Slam of Golf and PGA.com through 2019.
The pact, terms of which were not disclosed, extends TNT's coverage of the PGA, golf's fourth major, through most of next decade. Turner Sports's current PGA deal encompasses the 2011 PGA Championship.
TNT will cover its final British Open next month, as it was outgunned by ESPN, which will become the first cable outlet to cover the complete four rounds of a golf major.
The new agreement also expands into the licensing arena, with Turner's Cartoon Network Enterprises serving as the PGA's licensing conduit to the youth marketplace. Moreover, Turner and the PGA will collaborate on a number of new media and consumer marketing initiatives to increase awareness and brand recognition of The PGA of America among key audiences, as well as introduce new, younger participants to learning, playing and following the game. To that end, CNE will create an extensive consumer product and retail program for the PGA with the youth marketplace through a range of licensing agreements and co-branding partnerships across all product categories
For each PGA Championship, TNT will continue to provide comprehensive TV coverage for the Thursday and Friday rounds, as well as early coverage for the final two rounds on Saturday and Sunday. In recent years, Turner has also provided an array of new media applications, including video-on-demand, live streaming and a mosaic platform proffering multiple video-stream coverage.
Turner will also provide complete coverage of the PGA Grand Slam of Golf, which is the hardest event to qualify for in the game, with the field open only to the winners of the four major championships.
Additionally, Turner will continue its management of PGA.com, the official Web site of the PGA of America.
"The PGA of America, Turner Sports and Time Warner have been longtime partners in presenting state-of-the-art digital media coverage of the best in championship golf to millions of fans, elevating the stature of our more than 28,000 men and women PGA Professionals," said PGA of America CEO Joe Steranka in a statement. "While Turner will continue to showcase the PGA's tradition of dramatic championships, we're especially excited about new initiatives in the company's licensing division and the creation of social media platforms that will help us make the game relevant and interesting to the next generation of golfers."
"Turner's partnership with The PGA of America reflects our continuing strategy to provide the most compelling television sports content, as well as managing the best digital content. Our expanded relationship will create opportunities to better serve golf fans around the world," said David Levy, president of sales, distribution and sports for Turner Broadcasting System, Inc., in announcing the deal. "This expanded partnership takes advantage of Turner's expertise in licensing, digital media and event marketing. Our broader relationship should provide growth and create new opportunities to enhance the PGA brand."