PGA Tour Media Masters Thesis

The PGA TOUR has no shortage of attention, but struggles to carry it forward.

Through primary research, fan interviews, and behavioral analysis, we identified a key gap in how casual fans engage with golf. They show up for major moments, but lack reasons to stay connected week to week.

We developed a connected media ecosystem designed to turn episodic viewership into habitual fandom by introducing structure, continuity, and personalization across the PGA TOUR experience.