Case Study: PGA TOUR achieves higher fan engagement and personalized digital experiences with Adobe Target

How the PGA TOUR Drives Fan Engagement

The PGA TOUR needed to reinvent its fan experience to attract younger, more diverse, always‑connected audiences and to “future‑proof” the brand across web, apps, social and TV. To do that they partnered with Adobe Target (alongside Adobe Audience Manager and Adobe Analytics) to build a data‑driven foundation for personalization, measurement, and experimentation so they could understand distinct fan segments and serve the right content at the right time.

Using Adobe Target for A/B testing and optimization, and Adobe Audience Manager and Analytics for a single view and segmentation, the TOUR personalized journeys, automated highlights, and sped up content decisions. The results: 9M global digital unique visitors (+9%), a 426% increase in global digital visits, +22% cross‑platform engagements, production of 500–600 highlights per week (nearly triple prior output), and a scaled internal digital team (from ~15 to 100+), all enabled by Adobe Target and the Adobe stack.

PGA Tour

Travis Trembath

VP of Fan Engagement