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Sara Diaz
Manager, Multicultural Marketing, PGA Tour
Age: 28
Born: San Diego
Education: Texas A&M University – Commerce, B.B.A.; University of Richmond, Master of Human Resource Management
In 2018, Sara Diaz began managing the career of a fledgling pro golfer — her sister Elsa — landing sponsors and building a brand. Today, she is redefining the PGA Tour’s multicultural marketing efforts and using digital content to attract young viewers to golf.
In the industry
Biggest surprise when I started my career: I was pleasantly surprised to find how well my early experiences with The First Tee and college golf had prepared me to take on the business challenges at the PGA Tour. I find it intriguing how life can come full circle.
Most exciting aspect of sports business: Developing content that brings the fans closer to the players and getting people excited about a game they never considered playing.
How my generation is changing sports: Our generation demands more content that is engaging, easily accessible and convenient.
In 10 years I hope to be … : Inspiring millions of people across all demographics to discover the game of golf. Oh, and I hope to be shooting under par.
more about you
Most important lesson learned in 2020: At the PGA Tour, we had developed and began to launch nine multicultural marketing plans for select tournaments, and like everybody else we were caught by surprise by the pandemic. However, we found different avenues to continue to connect with the fans. The lesson I learned was that we always have to be ready to alter our plans and adapt despite the circumstances that may arise.
Ways to network or stay connected with peers this year: My favorite was still randomly FaceTiming my friends.
Go-to person when I need help: My brother, Adolfo. I know I can count on him, and I value his opinion.
