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World Golf Tour announced today that it has partnered with NBC’s Golf Channel to cross-promote WGT’s online golf game.

The cross-media partnership shows the growing importance of marketing across both traditional and digital platforms as companies try to stand out from their competitors. WGT has more than 6 million registered players who have played more than 250 million rounds of virtual golf. About 94 percent of those players play golf in the real world.

WGT’s audience isn’t huge, but it monetizes well — golfers are one of the highly sought after demographic markets on the web. The partnership will enable the Golf Channel and WGT to engage in marketing such as exclusive tournaments and sweepstakes. With WGT, players play rounds of virtual golf on the most famous real-world golf courses in the world.


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Now, visitors to The Golf Channel will be able to play free online golf and be invited to compete in the Golf Channel Virtual Tour. As part of World Golf Tour, the tour will let members challenge their friends, improve their play with purchases of virtual golf equipment, and win prizes.

“The growth of online gaming has been impressive, and this partnership gives Golf Channel not only a new way to interact with a growing community of passionate golfers, but also offers another way for our viewers to enjoy the game in a relevant and authentic way,” said Mike McCarley, the president of the Golf Channel. “As the best‐in‐class among online golf gaming platforms, World Golf Tour offers our users unmatched service and experience. And to have the experience to compete against the team from Morning Drive is a unique opportunity only Golf Channel and the World Golf Tour can provide.”

The Golf Channel Virtual Tour will be promoted both online and on air, with Golf Channel’s popular morning show, Morning Drive, taking the lead. Cohosts, including Gary Williams and Holly Sonders, will talk about their favorite WGT courses and holes and may even compete against each other virtually.

“We are thrilled to bring World Golf Tour to the Golf Channel family,” said YuChiang Cheng, the cofounder and chief executive officer of WGT. “Both companies have large audiences of golfers, so there’s a natural fit for customers and great cross‐marketing opportunities.”

The Golf Channel, a division of NBC Sports Group, reaches 120 million homes.