US media company Discovery has furthered its commitment to golf by acquiring leading media brand Golf Digest from Condé Nast.
The acquisition is set to create a programming engine for Discovery’s GOLFTV OTT platform, which will now house Golf Digest content alongside its existing coverage of the PGA Tour, European Tour and Ladies European Tour.
Discovery will now reach US golf fans through instructional videos, equipment advice, course rankings, travel destinations, online bookings and more.
Discovery is also expanding its 12-year strategic partnership with the PGA Tour with a new content and sales relationship in the US. The two parties will work together to create the “largest digital network in golf” with an activation platform that will now include Golf Digest.
The network will allow advertisers to engage with fans and players across a full suite of editorial coverage, live and on-demand video streaming, digital, social, print and branded content opportunities. Golf Digest has been an official marketing partner of the PGA Tour since 2006.
Discovery agreed a rights deal with the European Tour in December, with the four-year partnership granting GOLFTV coverage of Tour events and the 2020 and 2022 editions of the Ryder Cup.
Discovery also has a multi-year global content agreement in place with Tiger Woods for GOLFTV, which launched in January. Woods, who won his 15th major championship at The Masters last month, features in exclusive GOLFTV content as part of his agreement with Discovery.
Discovery will look to leverage its partnership with Woods across both Golf Digest and PGA Tour platforms.
David Zaslav, President and Chief Executive Officer of Discovery, said: “Golf Digest is a world-class brand that has become the ‘go-to’ authority for millions of golf enthusiasts, professional players and global advertisers. It’s a natural strategic fit with Discovery’s goal to be the leading golf media platform in the world through our investments with the PGA Tour, the European Tour and our partnership with Tiger Woods.”