, Tom Brady, Phil Mickelson and Peyton Manning. And CBS is seeing high interest for PGA Tour events it plans to air in June, with appropriate social-distancing requirements. “For us, the PGA starts on June 11 in Texas. We’re seeing very strong demand for that,” said ViacomCBS CEO Bob Bakish during a recent call with investors.
Golf has long been important to various networks, which fill hours of their weekend schedules televising the Masters and sundry PGA Tour stops. That relationship was spotlighted in early March, whenthat could come to at least $680 million. Whether the current demand reflects a new desire for golf – or for Nascar, another sport that started up last weekend with a race that took place in South Carolina without fans – remains to be seen.
Golf does have some advantages, however. Social-distancing is easier to achieve than in team sports like football or hockey. And the sport boasts a range of endemic sponsors who sell golfing supplies and equipment to aficonados, as well as PGA Tour partners that include Coca-Cola, John Deere and Rolex.
Golf “probably has a little bit more of a b-to-b focus than, say, an NFL, but it’s a very loyal base of supporters,” says Lovinger.unit owns GolfNow, a service that helps book tee times, and since April 21, it has clocked an increase of 41% the in total number of online rounds of golf sold year over year for 19 of the last 23 days. In May, the service measured a 60% increase in golf rounds sold over the year-earlier time period.
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