TGL Tees up Season Two with ABC Broadcast Debut

TGL presented by SoFi, the new primetime golf league founded by TMRW Sports in partnership with the PGA TOUR, has opened its second season on Sunday, December 28 at 3 p.m. ET on ABC, the league’s broadcast network debut. The team golf league attracted more than 23 million viewers last season and delivered one of the youngest audiences in all of professional sports in the US.

'Keep Up, It’s Golf' is the theme of its high-energy campaign from BarkleyOKRP that captures the dynamic playing and viewing experience of the sport. Utilising footage from Season 1, the agency partnered with production company Private Island to leverage AI and animated production techniques to give this season’s initiative a totally original and on-brand presence.

“The success of TGL's inaugural season proved that today’s sports fans are eager for new ways to experience sports like golf. Fans cheered on their favourite players but also began to develop team allegiances, which is foundational to the success of team sports,” said Peter Jung, chief marketing officer, TMRW Sports. “This year’s campaign shows how TGL engages a broad audience, inviting both die-hard and new fans alike into this reimagined team golf experience, which merges SoFi Center’s unique arena environment and technology on an unprecedented scale.”

Designed as a modernised take on a sport with hundreds of years of history, TGL is a season of fast-paced matches between six teams of PGA TOUR stars and backed by some of the biggest names in sports. Each match takes place at SoFi Center, which features the world’s largest golf simulator, and a tech-infused short game complex that rotates and morphs between holes – all in an indoor, arena setting like nothing else in golf. As the voiceover in the spot explains: ‘24 of the best players in the world, pitted against each other. Three versus three. In a first-of-its-kind arena. More Tiger, more Rory, more everybody.’

“TGL is a team sport that is unlike anything that has ever existed before, and to communicate its pace and competitive spirit, we wanted to amp up the excitement with content that captured its essence,” explained Ben Pfutzenreuter, ECD at BarkleyOKRP. Added his partner, Matt McNulty, “We brought on Private Island to give the film an AI treatment that gave the environment, the players, and the action an explosive look and feel.”

The advertising will launch on Thursday, December 18, leading up to the debut of Season 2 on Sunday, December 28. It will include online and social media content across ESPN, Barstool Sports, and other channels, as well as out-of-home, interactive billboards in New York City and Atlanta.