For the Ladies Professional Golf Association (LPGA), this shift presents both a challenge and an opportunity to deliver golf’s best moments at exactly the right time on each fan’s preferred platform. Meeting that demand has been the focus of Brian Carroll, Executive VP of Global Media Distribution & Partnerships, and Jake Brokaw, Senior Director of New Media.
“When I came in, there wasn’t a lot of content being generated,” Brokaw recalls, reflecting on his early days with the LPGA nearly a decade ago when the entire marketing team numbered around seven at its peak.
Now, the LPGA is equipped with a dedicated social media team, including five to six video producers and editors tasked with creating dynamic content tailored for social and digital platforms. Similarly, LPGA’s approach has grown significantly more sophisticated. Each platform—whether it’s a social media channel, an OTT streaming service, the LPGA website, or a custom mobile app—demands its own style, cadence, and timing to ensure the LPGA’s stories reach the right fans in the right way.
WSC Sports gives us the flexibility to deliver what fans want on each platform. For YouTube and LPGA.com, we can create those longer, in-depth highlight reels for the hardcore golf fan.”
“Meanwhile, on Facebook and Twitter, we can quickly share shorter clips that catch the casual fan’s attention—those who just want to see a few great shots,” Carroll added.
While most organizations struggle with how to deliver this kind of content at scale, the LPGA has found a competitive advantage in its partnership with WSC Sports. Since 2020, the LPGA has relied on the platform to automate the creation and distribution of clips across all content channels and platforms, doing away with time and labor intensive manual editing workflows.
One of the biggest shifts has been the speed at which we can get content to fans. It’s a much better experience.”
Not only has WSC Sports’ highlight automation helped improve the speed of LPGA’s content creation, but the efficiency of its distribution and performance as well.
“It’s been a game changer for us,” says Carroll. “Now we can produce highlights across all platforms seamlessly in real-time as the shots unfold, which frees up our team to focus on other creative projects.”
One of these projects has been introducing another solution from WSC Sports—In-App Stories—to power vertical videos to their proprietary mobile app and website.
Inspired by the 9:16 vertical video style popularized by Snapchat and Instagram, the stories allow fans to view quick, engaging highlights in a format optimized for mobile devices.
September’s Solheim Cup offered a preview of the solution’s impact, with match-up highlights pulling fans into the action and deepening their engagement within the LPGA’s owned and operated ecosystem.
The next step? Give fans even more content showcasing the human side of their favorite athletes.
That means showcasing a player’s reaction after a birdie, capturing a signature swing, or sharing a small but authentic moment that lets fans get to know the personality behind the player.
“There are so many ways we could leverage WSC Sports to create content that isn’t just highlights,” Brokaw explains. “It could really transform what we’re able to share, giving fans a richer, more personal experience with the LPGA.”
To learn more about how you can expand your storytelling to include player arrivals, press conferences, interviews and more, check out our Around the Game solution.