NBCUniversal today launched a first-of-its-kind content commerce platform with GOLF Channel called “Shop with GOLF.” The new e-commerce venture offers brands an exciting alternative to reach massive and targeted audiences while presenting shoppers with a new way to engage with their favorite brands, shows, personalities, players, and network.
The site launches with a selection of 30 brands, such as Linksoul, J. Lindeberg, Foray Golf, Criquet, and Rhone, as well as American icon Bill Murray’s golf lifestyle brand, William Murray Golf, which also provides entertaining video content. Additional brands will also be joining the site over the course of its first month, including EleVen by Venus Williams.
NBCUniversal worked with Bill Murray and his five brothers to introduce William Murray Golf to the “Shop with GOLF” audience through the creation of a one-of-a-kind music video featuring the fun irreverent brand. A clip of the video is available HERE.
Built with a highly-curated and elevated user experience, “Shop with GOLF” will offer unique shopping experiences like ‘Shop by Destination’ and an on-site shoppable magazine entitled ‘The Links List.’ Shoppable categories include apparel, accessories, beauty, home, wellness, and travel in support of customized original content franchises and video series such as ‘Links to Drinks,’ ‘GOLF on the Side,’ and ‘Caddie Codes’ (featuring author, filmmaker, and caddie Oliver Horovitz).
The content commerce space will become a new incremental revenue source for NBCUniversal and allows direct-to-consumer retailers to interact with a whole new audience through premium content and a trusted shopping platform.
“We’re taking the next step in reimagining the commercial experience by reimagining the commerce experience. Our new Shop with GOLF platform combines the power of premium content and digital commerce to create a first-of-its-kind opportunity,” said Josh Feldman, Executive Vice President, Head of Marketing and Advertising Creative, NBCUniversal. “On this platform, golf fans can engage with their favorite content and brands like never before, while companies can reach their consumers at scale and drive impact. Previously as elusive as a hole in one, marketers can now access the whole purchase funnel in one unbeatable environment.”
“Shop with GOLF” will also provide special pricing for members of GOLFPASS, a new digital membership launched in collaboration between NBC Sports Group and global golf superstar Rory McIlroy, along with founding partner TaylorMade. GOLFPASS delivers comprehensive benefits tailored to the modern golfer’s lifestyle, offering opportunities to play more golf, comprehensive tools to improve any golfer’s game; high-quality video content; and enhanced shopping and travel experiences.
“Golf is unique from many other popular televised sports because fans who watch also play,” said Mike McCarley, President, GOLF, NBC Sports. “Golf is a lifestyle and fans engage with the game in many ways from travel and instruction to equipment and clothing. Shop with GOLF allows one-stop-shopping for high-quality but previously hard-to-find brands for all golfers. This announcement today adds another benefit to the GOLFPASS digital membership — special GOLFPASS member pricing and a better connection to the lifestyle of golf.”
NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a suite of leading Internet-based businesses. NBCUniversal is a subsidiary of Comcast Corporation. To learn more visit: www.nbcuniversal.com.
About NBC Sport’s Golf Division
NBC Sports Group’s GOLF division delivers multimedia golf content, technology and services. Anchored by GOLF Channel – co-founded by Arnold Palmer in 1995 – GOLF content is available to nearly 500 million viewers in nine languages across more than 70 countries around the world. GOLF features more live coverage of the sport than all other U.S. networks combined, including global tournament action from the PGA TOUR, LPGA Tour, European Tour, NCAA, THE PLAYERS, The Open, Olympics, Presidents Cup and Ryder Cup, as well as high-quality news, instruction and original programming. Delivering unmatched coverage from the world of golf via GOLF Digital, fans can access 24/7 live streaming through the NBC Sports App, as well as complementary coverage via PGA TOUR LIVE on NBC Sports Gold. In addition to these all-encompassing media platforms, NBC Sports connects the world to golf through a wide array of technology and lifestyle services, including: GOLFNOW, the world’s largest online tee time booking platform; GOLF Business Solutions, solving business needs through leading technology, marketing and services; GOLFPASS, an all-in-one digital membership delivering comprehensive benefits tailored to the modern golfer’s lifestyle; Revolution GOLF, the world’s largest direct-to-consumer digital platform in golf, offering best-in-class video instruction and game improvement products; GOLF Advisor, the ultimate digital destination for the traveling golfer, featuring the largest number of user-generated golf course ratings and reviews in the industry; GOLF Academy, a North American network of instructional facilities; and GOLF Am Tour, the world’s largest amateur golf tour. GOLF’s global reach originates from its world headquarters in Orlando, Fla., and extends to its international office in Belfast, Northern Ireland; regional offices across North America, Europe and Australia; and also includes collaborations with Sky Sports and serving as the Official Media Partner of St Andrews Links.
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