Creator Classic at East Lake: YouTube Golf Stars Compete on the Big Stage!

[Music] hey golf fans today we're diving into one of the most exciting moments in YouTube golf history the Creator classic at East Lake Golf Club brought together some of the biggest names in YouTube golf and even some pro golfers all on the eve of the toour championship let's break down the action that had everyone on the edge of their seats Scotty sheffel along with YouTube stars like Nick Fat peris stub of Bob du Sports and Tyler Tony of Dude Perfect arrived at the packed East Lake practice green sheff found a quiet spot behind the green where he worked on putting with his coach Phil Kenyon W peris and Tony headed to their tea time with cameras and fans watching Wednesday's Creator classic was a true game changer with 16 of YouTube's biggest golf Stars competing at East Lake the event attracted over 110 ,000 live viewers on YouTube and with simal cast on espm plus M peacock fans watch the worlds of YouTube golf and professional golf intertwine culminating in a thrilling sudden death [Music] playoff and he buries it Luke Quan your 2024 Creator classic champion at East Lake Bravo lukon won the first ever Creator classic by defeating Wesley Brian sha Walsh and Roger Steel in a sudden death play off on the PA 518 hulon won with the 15 foot birdie part and secured his place in Creator classic history thank you Jay we'll open the floor for questions if you could raise your hand we'll bring a mic to you right in the back row I think [Music] Jay you talked about the potential broadcast changes coming in the fall to those events to some of those events uh we saw NASCAR announc some plans I think last week about some more commercial free uh racing under GRE green flag conditions is it fair to draw some parallels between those two or do you foresee those changes being more on screen during play I'm sorry I didn't hear the last part is it fair to draw some parallels between those commercial free plans that NASCAR is planning on on NBC sports or do you foresee those changes being more to you know onscreen gra graphics and those sorts of things Josh I think if you look back um over the last couple of years for us you know we have continued to innovate within our broadcast when you look at the impact of shotlink drone Tech technology the um the addition of gaming some of the content that we're creating away from the field of play that we're incorporating into our broadcast to enhance our storytelling and we've also seen a number of our sponsors who have created sponsored elements like the Aon better decisions program that add value to The Fan Experience I think the best way to to answer the question is to say that a lot of those changes have come as a direct result of fan feedback and now that we have this fan forward initiative underway we will continue to lean into that gain the benefit of what our fans want to see in the PGA Tour work with our incredible Media Partners to continue to find ways to enhance an already strong broadcast and production capability that you see each week [Music] a little bit not too much off topic Jay but we haven't heard a lot about the uh golf ball roll back and and um in a little bit and I'm just curious has your position changed on that and and if not what actively are you are you doing Doug I I um I'm going to ask Tyler Dennis our Executive Vice President uh who leads our competitions who has worked very closely with the USGA through the years is currently and RNA is working very closely with them right now and I think be appropriate for Tyler to provide an update on those efforts yeah thanks Jay so um you know going back a very long time we've collaborated really closely with usj and RNA on all things related to equipment and um particularly since you know the last 20 years or so we've worked on and supported I believe eight equipment rule changes so uh the the the latest you're referring to uh was an announcement that was made uh this past winter about uh change to the specifications in golf ball testing uh we've received that we're in constant communication with them and our our process right now is really looking at the wealth of data we have with shotlink and you know everything that goes on out here on the PJ tour and trying to understand uh the implications of of the rule change uh that's set to go into effect in 2028 and we're sharing that and we'll continue to share that with you usj and RNA so no no real update on our end other than we're working hard to take a close data driven look at all of it understand what's going to happen and and provide uh feedback to our partners in [Music] usj the only thing I'll add is I think it's important to note that a lot of the findings that are in that report as Tyler said are based Bas on shotlink data um we feel very strongly about um the way our athletes are performing and the energy that's creating not just on the PGA tour but across our sport as he said we will continue to work you know collabor collaboratively as partners I think when you see when I talk about the engagement and the alignment with our players and when I say engagement these are the topics that you know we're going to be leaning into and educating and educating them and really putting ourselves in a position where we can provide the best possible feedback and direction to the usgaa uh and the RNA and to have the ability now to at this point in time engage our fans um in in that discussion not just about the PGA Tour but there elements of of of that fan forward initiative that you know touched the broader game and we're excited to get that feedback and again be in a position where we can be stronger Partners to the USGA and the RNA on that subject and others Jay when the uh 2025 schedule came out it looks pretty similar to the 2024 schedule structurally after a couple years of of Big Time Changes should we expect that to remain pretty stable like is this what the PGA Tour is going to look like in 2026 2027 will will we see similar Signature Events and similar places and uh a similar kind of ratio of full field to Signature Events Dylan when you when you look at how the PGA Tour performed in 24 our first full year with Signature Events and the full field events um as I mentioned earlier the signature events delivered you know Elite winners and Elite competitions as did the full field events and we saw a 30% increase in strength of field at our full field events and we saw players in many cases playing more events because of the competitive structure that we have in place so 20 near 2025 will be year two of of this model uh we're encouraged by what we've seen in 2024 I think the only fair way to answer that question is you know it's our duty to the players and it's our duty to our fans to continue to you know assess how we're performing um but we were proud to present that schedule for 2025 grateful to have the support of those partners and I think the Cadence you know works very well so for fans I would expect to see what you have in 25 largely on a go forward basis but we're always open to improving if there's opportunities to improve Jay I've heard you say you don't want to negotiate with in in in the public but I also hear a lot of fans saying this was deal was supposed to be done with the piip in December end of year and we're now in August and we don't see much progress one how many times have you sat down face to face in the same room with them and can you explain why it's taking so much longer than you originally thought well I I appreciate appreciate the question and I and I understand the question I think the best way for for me to respond to that um is when you look at where we are right now we're we're in regular dialogue we have the right people at the table with the right mindset and I see that in all of these conversations and that's both sides and that's creates optimism about the future and our ability to come together but at the same time these conversations are complex they're going to take time they have taken time and they will continue to take time and you know as I sit here today I think the most important thing for us and our obligations to our fans our players and our partners is to focus on what we control which we're doing as I outlined and to continue to carry this momentum forward but I'm not going to negotiate details in public or disclose details or specifics um but all I can say is that conversations continue and they're productive is there any deadline that you've agreed to we have not agreed to a deadline I don't think we want to restrict ourselves in that way we want to achieve the best and right outcome at the right time pass the mic to Bob thank you Jay if I could just follow on that um are you conc concerned at all that that maybe some of your partners sponsors TV um Partners might be um reluctant to commit further while those negotiations in other words waiting to see where those negotiations go are are is there any concern that hey we don't want to commit any any down the road until we know what what that's going to look like or what kind of feedback do you have to that degree well I see Andy bassette shaking his head with a strong know um listen we're fortunate Bob to have when you think about the Media Partners that we have and the length of partnership to have the power of NBC and golf channel CBS sports ESPN plus our International partners and to have the portfolio of sponsors that we have many of whom have been here for decades um who believe strongly in the competitive platform and fabric or the PGA Tour but they also believe very strongly in there and our duty to make a positive impact in the communities where we're invited to play and then the Charities that that rest and sit in those communities and so when I look at where we are in 25 as I said we were really proud to announce that schedule and to have the support of our great partners and we will continue to work very closely with all of them um in 25 and Beyond 25 with a focus on you know continuing to innovate continuing to drive this business forward together and collectively yeah over here um looking over at Liv there is a relegation system there are players that have contracts coming up um the DP World Tour has Pathways back for those players is the PGA Tour going to have a pathway back for Live players with that kind of thing coming up around the corner is that a discussion right now as I said earlier we've announced our 2025 schedule we're continuing to focus on what we control uh moving forward with the great system that we have in place um and as it relates to any details of the conversations that we're having with the public investment fund I'm not going to again I'm not going to disclose details I'm not going to get into specifics um but I will tell you when you look at when you look at what has happened on the PGA tour over the last couple of years you to think about PGA Tour University to now have 20 players that have access to the corn fairy tour and the PJ tour to have these new and emerging Stars some of whom are still in college like luk Clanton earning points and demonstrating to the world that they're coming and that they're capable of competing at the highest level to the strength that we see at the corn faery tour to the path that we have at the DP World Tour and our great Alliance there and those 10 players who come this way three of whom have made it into the FedEx Cup playoffs the system that we have which extends to the international tours around the world is really performing at a very high level and that's what we're excited about Jay on the subject of your Pathways the players advisory Council had a meeting in Memphis to discuss eligibility in the future and potentially reducing the number of cards available to players do you expect to announce something formally by Year's End so that guys know what they're playing for going into the 2025 season listen I think the the me the meeting in Memphis Aon was a culmination of you know a Year's worth of work and when you look at our player advisory Council I look Jason Gore Phil marberger Tyler beginning of the year we said listen what can we do to create more ownership and a high higher level of Engagement we created committees where players actually have the ability to say and impact specific areas of the business as it relates to strengthening the competitive model of the PGA Tour you're right that was the focus of those conversations in Memphis there what what I can tell you is that those conversations are being player Le there's strong alignment the emotion has been taken out of the conversation and a lot of the conversations are ahoka Focus solely on looking at the data to create the most compelling and competitive platform for players to compete in and at the same time be able to present a product that we know fans are going to respond very well to so a long way of saying that any changes that we make ultimately are going to have to be approved by the PGH policy board I don't want to put a time frame on it but I would say in terms of priorities as an organization and priorities within our governance that work is one of our highest priorities and I I'd just add to that that uh you know the 16 pack members and the six player directors are leaning in more to the PJ tour than they ever have and really it's it's very you know aligned with the fan forward initiative they're just asking what is the best version of the PJ tour in this case it's you know a little bit inside of our competitive system what's the right number of players to put out on the course each week what's the best version of Eligibility so it's exciting and you know there's no no decisions that have been made it has to be approved by the board but we're seeing an incredible uh effort and thought process by our elected uh governance system so it's exciting stuff I just add that um for that meeting you had all six player directors in attend and we had all 16 members of the player advisory Council and the level of Engagement the level of discussion the passion um it's just awesome to you know to witness and again I think It ultimately the beneficiary of that will will be this organization a stronger even more competitive PGA Tour but also our fans Rex Jay you've talked a lot sorry you've talked a lot about the expertise of SSG in sports in business can you give me an example of how you've been able to leverage that expertise well I can I would say one example I would point to which I alluded to earlier is for conversations about product and how we can continue to respond respond to a changing media Marketplace to changing interests from our fans you know being able to understand the processes that major league baseball and NFL have gone through and be able to apply it to the process that we're going through with our player directors has been very very helpful but I think the when you addition in addition to that when you've got the likes of John Henry and Sam Kennedy and Arthur Blank and Andy Cohen on our board serving on committees I'd say there's no it's it's less about one thing I think now that they're involved in the entirety of our business we're seeing it across the board and it comes in the form of the questions they ask you know the direction that they'll provide and now that we have significant Capital to invest it's about it's about creating the right structure rure to allow us to be able to identify the opportunities they're going to help help strengthen the PGA Tour going forward but they're they're not just investors you know they're in the meetings they're at the table they've gained a true understanding uh of this complex business and now you know they're in a position to influence it in really positive ways right behind you hi Jay um the PJ secured a massive obviously massive investment from SSG and the players are going to have even more access to a lot of money through the equity program I suppose my question is what's the point in still talking to the public investment funds in that sense I'm sorry I didn't hear the last part of that um so the the players the tourist secured a massive investment from SSG yes the players are going to have massive um potential to earn even more money with the equity program so I suppose my question is why still talk to public investment funds because obviously their biggest strength is the financial backing isn't it so what more is there to gain I suppose you know I I [Music] would I think when you look at where we are today and when you think about and what we hear from fans and what we're hearing from players ultimately we're both in a position you know to bring you know the best players in the world back together and I think that's a good and aspirational goal and as I said earlier we're at you know we're in those discussions we're at the table they're complex and they take it's going to take time but ultimately PGA Tour is the greatest tour in the world and we're going to continue to focus on the things that we control and I think as I've outlined I'm really proud of the accomplishments our players and entire team have have have captured together I think it's it's it's the right time to be having these conversations and it's the right time not only for the PGA Tour but for the game and that's why we've committed ourselves to those conversations do two things Jay first I wanted to go back to U what Gabby was asking a minute ago um it's been either reported or understood that someone who has has played in some capacity with with Liv um is not eligible for a PJ Tour event for one year is that accurate and and if it's accurate is it a written policy or guideline or whatever you want to call yeah so players that uh have never played on the tour and have uh you know no outstanding connection to previous membership uh there is a oneyear waiting period between new play uh an unauthorized of that and being able to return to the PJ what if they have well there you know players who are members or are members of the two are also you know are um have all of our teral regulations uh and conduct policies applying to them so I'm not going to get into details about that but there's an additional uh set of guidelines there to consider uh and then Jay is there any possibility and I me going into our third or fourth year here of this of this system with two playoff events in the south can you see any possibility of a little more rotation mostly the first one listen I you know to your point you know moving to the three FedEx Cup playoff events has worked very very well particularly now that we're in a 70 5030 format that we're in um and if you look at the three playoff events you know to be in Memphis a TPC South wind for us to have been in partnership with FedEx going back to 1986 you know our largest partner and the naming partner on our season along Championship the FedEx Cup and given an incredible you know connection we have to St Jude and when I say incredible connection that connection is part of the ethos of the PJ tour being able to tell the story and showcase the incredible work that St Judes is doing and and the inspiring stories of these young kids is really important to FedEx it's also really important to the PGA Tour and you know the event has produced some very dramatic um finishes and when you look at the strength of it you know over the years that we've taken it over and it's still relatively embryonic you know the response in the community in terms of overall sales is is nearly tripled when you look at the BMW Championship you know with the wga with John and Vince and with BMW as partners you know the the fact that we together several years ago came to came together and said probably the greatest opportunity we have and the greatest thing that we can contribute would be take to take the Evans Scholars Foundation which has 26 campus locations around the country and start to move the BMW Championship to Great Venus I think that has produced tremendous results and all you had to do was look at those crowds last week in the great competitive drama there and then here at East Lake um you know I mentioned earlier the East Lake miracle I mean if you were sitting here in 1994 and you would have said that we would have had the culminating event of the PGA Tour competing for the FedEx Cup at Eastlake no one would have believed you but when I look at the commitment that Tom cousins and Tim finam made to each other and that we made to this community and the impact that we've had going back to our ethos it's such a huge part of of of who we are and play at East Lake a 1913 Donald Ross design Golf Course we've revitalized this community uh We've renovated this golf course we continue to push forward uh and trying to do everything we possibly can to grow and improve this Championship I think that portfolio of events uh has served the PGA tool very very well particularly given the strong Partnerships we have including this week with Coca-Cola Accenture and Southern Company but like I think to your question it's also part of what we do is at the end of each season and this will certainly be helped by our fan forward initiative we've got to continue to look at how we're performing and continue to look at ways to improve I don't expect at this point any change to the model that we have but I do expect us to continue to challenge our thinking as go for got time for just a couple more on the side shed yeah Jay um I want to go back to fall TV and maybe just drill down a little bit and maybe just to share with our readers maybe an example or two of of what might be different from the traditional Thursday to what you might you know the viewer might see on a Friday in these fall events I think what you know what we've heard from fans and what we're working with our part Partners at Golf Channel to to test a couple of the themes that you may see us address number one being able to see more shots and potentially fewer putts I think the Friday is one of the most important days on the BGA tour it's what defines this organization you know we got more than half the players that don't make it of the weekend and being able to tell those stories not just for that week but in the context for what they're trying to achieve and in the fall obviously they're competing for their cards they're competing for their careers and they're competing for consequence so being able to pull those stories you know forward uh is something that you can expect us to do as well as you'll see a number number of other broadcast innovations that will continue to test as we go forward but I will say that you know this is based on feedback it's also fan feedback it's also based on feedback from from Golf Channel and we're doing this collectively and together with eyes wide open and I think that shows you the strength of partnership we have there do Todd and then Josh is our last Jay when uh you and the governor of piff jointly announced the framework agreement last summer there seemed to be an intense priority to get this deal done uh now we're a little more than a year later how would you compare the priority from both sides to last [Music] June Todd I would say that I'd say the priority probably has been enhanced is stronger um and that's a direct result of dialogue and conversation and really star to talk about the future future product vision and where we can take our Sport and I think when you get into productive conversations that enhances the likelihood of positive outcomes and that enhances the spirit of those very conversations so I think I think that's where things stand last question Josh yeah Jay I think a few minutes ago you mentioned that TV is still the primary way in which your fans watch your product uh last year you rated were up about 1% and this year I know the season still got one event left but on one of your network Partners was down between 15 and 177% so my question is how have you reassured those Network partners that everything's going to be okay and this is just a blip on the radar we work with our with our Network Partners our Media Partners every single every single day that's what Partners do and I think when you when you look at 2024 it's important to note and I'm going to note it that overall consumption across our Platforms in aggregate is up and that's a really good sign for the PGA Tour and the engagement that we have uh with our fans you know we'll as we do every single year Josh we're going to sit down we're going to look at our entire season we're going to look at what worked well what didn't work as we had expected those are areas for improvement and we're going to attack those areas Improvement and when you couple that with the level of Engagement we have with our players when you couple that with the feedback that we're we're going to be gaining from our players for our fans who fan forward it puts us in a position to have really strong actionable intelligence to be able to to act upon and I would also note that you know the media world is changing and when you look at neelen that's one of you know that's one of the inputs but Nelson itself is currently looking at its own system and will be announcing changes to its system and when you look at reach of the PGA Tour when that comes out you're likely to see a double digit increase in reach from the PGA Tour as they've been able to further further dig into the intelligence that that they are now capable of receiving uh through other partners so there are a lot of elements and layers to the story but I'm excited to to spend the time with our partners and team and to to to to lean into this and continue on the strong path that we're on right Jay Tyler thank you for your time media thank you for your time have a great week here at the Tour Championship thank you thanks everyone the event was a great success with PGA commissioner J Mana hand praising the overwhelming response from fans and creators this Creator classic marked a significant moment for YouTube golf showcasing its growing influence on the sport the Creator classic has set a new standard for bringing you tube and professional golf together creating a unique and exciting experience for both fans and players with such a positive response we can only imagine what's next for YouTube golf thanks for is rning be sure to hit that subscribe button and turn on notifications so you don't miss any of the latest updates from the World of Golf see you next time