The PGA Tour and Microsoft have signed a three-year deal that will create a new advanced tier of golf analytics to be used across all of the Tour’s broadcast outlets and digital devices. Financial terms of the deal were not disclosed, but Microsoft and the Tour will create a new technology platform that will incorporate the Tour’s video library and ShotLink statistical data to develop more advanced analytics. The deal also includes some traditional sponsorship elements such as a media buy and tournament activation. “Microsoft will be working to build out an engine that will take a look at the vast pool of ShotLink data that we have been assembling since 2001 and will be creating an interface to deliver it in a much more compelling manner,” said PGA Tour Senior VP/Media Business Development Norb Gambuzza. The deal makes Microsoft the official operating system, official analytics partner and official office productivity software partner of the PGA and Champions tours. “Through its collaboration with CDW on ShotLink, the PGA TOUR has been on the cutting edge of technology innovation and real-time insights around historical information, drives, putts and course conditions for golf fans everywhere,” Microsoft CMO Chris Capossela said in a release. “We believe the TOUR’s commitment to our Windows 10 platform and Microsoft Cloud offerings will enable fans and broadcasters to access ShotLink and other PGA TOUR content in ways that have not been previously possible across all digital devices.” Microsoft and the PGA Tour will begin rolling out the new analytics later in the '15-16 season, which began earlier this month. "The new product will produce all kinds of relevant statistical information,” Gambuzza said. He added everything is expected to be "up and running" by the middle of next year. The deal adds to Microsoft’s sports sponsorship portfolio that includes the NFL, NASCAR, MLS and various pro sports teams.
