Live Under Par is the PGA Tour’s new advertising campaign launched yesterday. It replaces the These Guys Are Good message which has run since 1997, the longest running advertising in professional sports.
Moving on from the competitive excellence of the players, it focuses on the fans’ engagement with the players. Showing the fun and excitement of professional golf it has 360 degree views inside and outside the ropes. It aims to reach a new audience and exhibit the core values of sportsmanship, respect and charity. It doesn’t aim to convert fans into golfers, it’s viwed as a separate spectator sport. And that has always been the difference between US fans and European. Over here most spectators play the sport and have an in depth knowledge.