Discovery Media has served further notice of its ambitions in golf by recruiting Jamie Kennedy to be director of social media and digital content for its GolfTV streaming service.
Kennedy joins from the European Tour where as social media and community manager he built a reputation for developing engaging and innovative content that significantly increased the tour’s digital following. Last year, the European Tour’s “Access All Areas” series won the Best Social Media Campaign at the BT Sport Industry Awards while other campaigns such as the “Awkward Reporter” series have succeeded in making golf appear more youthful and accessible.
Discovery launched the GolfTV service in January after signing a 12-year, $2bn (€1.77bn) partnership with the PGA encompassing the linear and multi-platform rights outside of the US to over 2,000 hours of live action from the main PGA Tour events.
GolfTV replaced the PGA Tour Live streaming service in international markets. At launch, the OTT service was able to provide live PGA Tour coverage in a raft of territories and more will be added as existing rights deals expire.
Discovery has said it is focusing on specific “super-fan verticals”, including golf and cycling, and hopes to aggregate global audiences in these sports to achieve scale.
In November last year, GolfTV announced it had signed an exclusive, multi-year partnership with 14-time major winner Tiger Woods to collaborate on a range of programming on the new platform.
Kennedy will assume his role at GolfTV next month.