Sports
Elon Musk’s X Partners With PGA Tour In Sports Video Push
Topline
Elon Musk’s X is partnering with PGA Tour to bring golfing highlights to the social media platform, CEO Linda Yaccarino announced on Wednesday, part of the company’s push into video amid a wider play for sports by Big Tech as viewers continue to abandon traditional TV and cable.
PGA Tour and X are teaming up, Linda Yaccarino said.
Key Facts
“Golf fans — you’re getting MORE of the TOUR,” Yaccarino said in a post on X, the social media platform formerly known as Twitter.
The partnership will see X “bring real-time highlights and more videos” from every PGA Tour event, Yaccarino said, sharing a brief video of the X and PGA Tour logos next to one another.
“Let’s do this,” Yaccarino said, calling X the “best place for sports.”
Yaccarino did not elaborate further on what kind of content the partnership will yield or how videos would drop, though the next PGA Tour event scheduled is the Charles Schwab challenge in Fort Worth, Texas, starting Thursday.
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Key Background
Musk controversially acquired Twitter for $44 billion in 2022 and swiftly set about rebranding the popular social media platform as X, an “everything app” he believes has the potential to become a trillion dollar company. Everything apps, also described as super apps, are designed as virtual one stop shops or digital multi tools offering a multitude of typically separate functions like messaging, video, payments and shopping in one place. While super apps like WeChat utterly dominate in parts of Asia, they have yet to take off in the West in a meaningful way and Musk hopes to exploit this gap. Video programming is one area where the company has made an early move, with Musk stating he wants the company to move beyond its origins of text and image-based media. This push has included making the platform more lucrative for content creators and attractive high profile talent like Tucker Carlson and Don Lemon, though the latter partnership fell apart spectacularly after Lemon interviewed Musk. In April, X announced plans to launch a TV app, placing the company in squarer competition with the likes of Google’s YouTube. The push into sports media in particular comes as Big Tech exploits dwindling viewers on traditional media platforms, with giants like Amazon and Apple actively competing against traditional broadcasters for live rights in sports including baseball, Formula One and football.
Forbes Valuation
Musk has an estimated net worth of $201.4 billion. His fortune ranks him as the second richest person on Earth, after LVMH’s Bernard Arnault and ahead of Amazon’s Jeff Bezos, who he recently overtook. Musk is best known for the companies he cofounded and leads, including Tesla, SpaceX and Neuralink, as well as his status as a member of the “PayPal Mafia” for his role founding one of the payment service’s predecessors.
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