Almost 20 years ago we created “These Guys are Good. ” for the PGA TOUR. Since then, it’s gone on to become the longest running and most recognizable tagline in all of sports. But after injuries and rancid the course issues sidelined golf’s largest star, ratings began to drop.
This difficulty, even though, created an opportunity. We took “These Guys are Good. ” and utilized it to a new breed of golfers like Jordan, Ricky and Rory. They were stylish, athletic and played with a swagger. And as these new stars began hiking the leaderboards, golf fans paid attention. Ratings shot up 21%.
The number of unique users on PGA TOUR electronic systems is up 13%. And “These Guys are Good. ” is more relevant than ever.