Group Created with Sketch.
Volume 7 No. 149
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Discovery Signs Video-Centered Deal With Tiger Woods

Discovery signed a long-term exclusive partnership with Tiger Woods that will provide behind-the-scenes access via GolfTV, the global streaming service developed by Discovery and the PGA Tour that will launch in January. The videos will be not available in the U.S., at least not initially. “We still are figuring out how we employ it in the U.S.,” Discovery President & CEO David Zaslav said. In negotiations with Woods, Zaslav said that the golfer has completely bought into the idea -- sold, in part, by Discovery’s portfolio that includes Oprah Winfrey’s OWN channel and Food Network.

“One thing that we’ve figured out is that personalities are more powerful than brands,” Zaslav said. “We're a global IP company, and the epitome of great IP is content that people love -- that’s why we bought Food and HGTV.” Zaslav said he settled on Woods because of the golfer’s worldwide popularity, adding that more than 50% of the PGA Tour’s golfers are international. “Go around the world and see,” Zaslav said. “He’s a transformational figure.”

Zaslav described the content as something that can help draw younger fans to the sport. It will include access to Woods before and after he plays PGA Tour rounds. It also will include weekly practice and instructional videos and video of Woods’ preparation routines. “If Tiger’s not happy with how he’s putting during the round and goes to practice it for an hour afterwards, we’ll be there,” Zaslav said. “He sees this as a way to have a voice and a real impact on the sport."