Tiger partnership elevates GolfTV with Instruction, Personal Insight
Two weeks after he won the 2019 Masters, it was hardly a surprise that GolfTV nabbed Tiger Woods’ first sit-down interview. After all, just five months earlier, Woods signed an exclusive deal with the Discovery-owned streaming service that was envisioned for moments like his Masters win.
What was a surprise, however, was how open, reflective and, frankly, relaxed the normally reclusive golfer was during that interview with Henni Koyack. Woods spoke comfortably about everything from his thoughts during the Masters final round
to his family’s reaction to his win.
“Tiger opened up in a way that you haven’t seen — just the emotion of winning and what it meant to him,” said Alex Kaplan, president and general manager of Discovery Golf Group.
Though the interview was more than a year ago, it offered a glimpse into part of Woods’ media strategy — one that will continue this week with the launch of the second season of his instruction series “My Game.” In the U.S., the series will be available for free via the Golf Digest Schools app that also launches this week.
“We’re in Year 2 of what is going to be many in our opinion,” said Woods’ agent, Mark Steinberg.
Being part of programs like “My Game” and participating in wide-ranging interviews is a way to show a softer and, in many ways, a more genuine side of Woods.
Initially, Woods was skeptical about being so open with his personality that he had to be talked into doing this type of content deal with Discovery, Steinberg said. Woods had been part of programming initiatives in the past, mainly with some of his sponsors, including Rolex, Monster Energy and Nike, but those efforts were designed to sell products.
“This was really the first ever true content deal that Tiger’s done,” Steinberg said. “When he was younger, I think he was worried about sharing too much. He thought that he would lose a little bit of his competitive advantage. Like most people as they get older, he’s overcome that. I think he wants to engage with more people.”
For Steinberg, this type of deal sets Woods up for life when he retires from playing.
“He knows he’s not going to play forever,” Steinberg said. “He can do this well past when he decides to hang it up. He can still do instruction. He can still connect with fans all over the world. He can still help with all the shoulder programming that GolfTV wants to do internationally.”
The “My Game” series is positioned as more than just an instructional video series. Discovery filmed the series during the pandemic in June — COVID-19 production-safety protocols were in place.
During the series, Woods explains how he thinks through different shots on the course. Steinberg said Woods has gained a level of comfort with the Discovery producers and directors that will make sure he is around for many more seasons.
Discovery signed a sponsor deal with Dick’s Sporting Goods around the Golf Digest Schools app that will host Woods’ “My Game” series. Discovery will give Dick’s “ScoreRewards” members one year of free access to Golf Digest Schools and Golf Digest’s digital offering.
Eldrick Tont “Tiger” Woods is an American professional golfer. He is tied for first in PGA Tour wins and ranks second in men’s major championships and also holds numerous golf records. Woods is widely regarded as one of the greatest golfers, and one of the most famous athletes of all time. He will be inducted into the World Golf Hall of Fame in 2021.
Following an outstanding junior, college, and amateur golf career, Woods turned professional in 1996 at the age of 20. By the end of April 1997, he had won three PGA Tour events in addition to his first major, the 1997 Masters, which he won by 12 strokes in a record-breaking performance. He reached number one in the world rankings for the first time in June 1997, less than a year after turning pro. Throughout the first decade of the 21st century, Woods was the dominant force in golf. He was the top-ranked golfer in the world from August 1999 to September 2004 (264 weeks) and again from June 2005 to October 2010 (281 weeks). During this time, he won 13 of golf’s major championships.
The next decade of Woods’s career was marked by comebacks from personal problems and injuries. He took a self-imposed hiatus from professional golf from December 2009 to early April 2010 in an attempt to resolve marital issues with his then-wife, Elin. Woods admitted to multiple infidelities, and the couple eventually divorced. Woods fell to number 58 in the world rankings in November 2011 before ascending again to the No.1 ranking between March 2013 and May 2014. However, injuries led him to undergo four back surgeries between 2014 and 2017. Woods competed in only one tournament between August 2015 and January 2018, and he dropped off the list of the world’s top 1,000 golfers. On his return to regular competition, Woods made steady progress to the top of the game, winning his first tournament in five years at the Tour Championship in September 2018 and his first major in 11 years at the 2019 Masters.
Woods has held numerous golf records. He has been the number one player in the world for the most consecutive weeks and for the greatest total number of weeks of any golfer in history. He has been awarded PGA Player of the Year a record 11 times and has won the Byron Nelson Award for lowest adjusted scoring average a record eight times. Woods has the record of leading the money list in ten different seasons. He has won 15 professional major golf championships (trailing only Jack Nicklaus, who leads with 18) and 82 PGA Tour events (tied for first all time with Sam Snead). Woods leads all active golfers in career major wins and career PGA Tour wins. He is the youngest player to achieve the career Grand Slam, and the second golfer (after Nicklaus) to have achieved a career Grand Slam three times. Woods has won 18 World Golf Championships. He was also part of the American winning team for the 1999 Ryder Cup. In May 2019, Woods was awarded the Presidential Medal of Freedom, the fourth golfer to receive the honor.