UNLIKE MANY OTHER PROFESSIONAL ATHLETES, GOLFERS DON’T have to stop competing once they reach the age of 50. As other athletes head into retirement, seasoned golfers can begin anew with the PGA TOUR Champions, a tournament founded in 1980 specifically for professionals ages 50 and over. And while it’s long been a high-profile competition, over the past few seasons, it has—like the sport of golf—caught fire.
In 2022 alone, revenue from local PGA TOUR Champions events, including tickets, programs, signage, food and beverage, merchandise, and more, surpassed $71 million—the largest amount ever recorded by 22%. Its social media channels grew by more than 200,000 subscribers, a 39% year-over-year increase, helping boost social media engagements by 42%, from 7.2 million to 10.2 million—and those numbers are only expected to keep…