Discovery buys Golf Digest, expands global golf media business

Discovery has acquired Golf Digest from Condé Nast, extending its global golf media business to the US market through Golf Digest’s multiplatform distribution and reach. The addition of Golf Digest boosts Discovery’s global golf ecosystem, allowing the company to reach golf fans with everything associated with the game including instructional videos, equipment advice, course rankings, travel destinations, online bookings, and more.The acquisition adds Golf Digest to GOLFTV’s offerings that already include exclusive carriage of the PGA TOUR, the European Tour, as well as the Masters Tournament. It also creates Discovery’s exclusive global content partnerships with Tiger Woods (pictured left), which Discovery will seek to optimise across both Golf Digest and PGA TOUR platforms.In addition, Discovery and the PGA TOUR are expanding their 12-year strategic partnership with a new content and sales relationship in the United States, among other initiatives. According to a press release, the companies aim to create the largest digital network in golf with a one-stop activation platform, now including Golf Digest, for advertisers to engage with fans and players. This includes a full suite of editorial coverage, live and on-demand video streaming, digital, social, print, and branded content opportunities.David Zaslav, president and CEO of Discovery said this acquisition is a “natural strategic fit” with Discovery’s goal. The company seeks to “bolster” GOLFTV’s international offerings with Golf Digest’s journalism, broad consumer reach, and deep content library, while also creating “the largest U.S. digital golf business”.Discovery will seek to leverage Golf Digest’s global scale, with reach into 220 markets and territories, to further grow the brand around the world. Golf Digest will also continue to publish a monthly print magazine in the United States, and Discovery will assume the global licenses for the editions.The editorial team of Golf Digest will join Discovery Golf under the continued leadership of Jerry Tarde as editor-in-chief, Golf Digest, and global head of strategy and content, Discovery Golf. Tarde will also expand his purview to include GOLFTV and report to Alex Kaplan, president and general manager, Discovery Golf.“Discovery’s vision to create one global destination for everything a golf fan could want is perfectly aligned with what Golf Digest does every day. As we look to the future, Discovery’s global scale and ability to light up content on all platforms and in every language, combined with the PGA TOUR’s brand, will benefit golf and golfers worldwide,” said Tarde.Alex Kaplan, president and general manager of Discovery Golf said that it is “a big deal” for Discovery to add Golf Digest into its portfolio, and “a big win” for the sport to be added to GOLFTV. Kaplan added that it is “offering something unique” for everyone whether you are a fan, player, viewer, brand or advertiser.“We can utilise the strengths of both Golf Digest and our burgeoning GOLFTV platform, establishing a global editorial powerhouse delivering content across all platforms to engage and inspire millions of passionate golf fans around the world,” he added.