Breaking Boundaries: How TGL Redefined Sports in 76 Days

TGL Finals are this week - 76 days since its launch on January 7th. The impact in that short time has been significant, creating influence, interest and intrigue across golf, sport and industry. Outside of sports it has shown the art of what is possible, reminding all to not be afraid of big ideas.

Measured in ratings, it’s exceeded expectations. TGL frequently beat college basketball, had more viewers on opening night than the NBA, and established “appointment viewing” potential for marquis blocks on President’s Day and Monday nights going forward. Measured in mindshare and enthusiasm, I think it has been a homerun. Perhaps most telling, a group of teenage boys I know in Atlanta have been routinely playing TGL’s alternate shot triples format on green grass.

Across golf we are hearing more conversation about the future of team golf and seeing simulator participation soaring. It’s been reported that there are as many golfers playing off-course as on-course. TGL will certainly continue to fuel that trend with “playing along” a huge opportunity.

There is great interest and intrigue across the sports, media and entertainment industry. After TGL we are having more conversations about how other sports should be embracing technology on- and off-field and much greater dialogue around immersive, virtual and participatory formats. Keep an eye out for leagues to experiment with new tech-infused formats in all-star games and exhibitions.

From a sports marketing perspective, brands are clamoring for opportunities to more deeply and authentically integrate with sports. Creative partnering, virtual real estate and extending TGL more de-centrally into brand and marketing environments have all worked well to integrated experiences.

Across industry, CapTech’s clients have been inspired to think differently about how to reach, service and engage today’s consumers. From retail to banking to energy, clients have all leaned in to learn from how TGL attracts audience, leverages technology and manages such an ambitious, innovative project. A key realization has been the need to more proactively invest in modernization, especially in real-time, event-driven data platforms that can unlock new capability, AI opportunities and business models.

Finally, I’d be remiss if I didn’t mention how proud I am of our CapTech team. This group has worked for nearly 3 years to make TGL a success. Nights, weekends and holidays have been spent strategizing, pivoting and building. Junior talent has risen to the occasion to fill key roles at TGL. Our senior team has led with compassion, humility and deliberation. The relentless dedication and passion for this project has been inspiring to me, and so many others. While I am excited for them to take some time off to recover, I am equally excited to see where their learnings take them next.