The PGA Tour has announced Qualtrics as the official experience insights provider of the tour and PGA Tour Champions.

The partnership will see the PGA Tour utilise Qualtrics’ experience management platform to analyse fan, player, and partner feedback across multiple channels and act in real-time to ensure a consistent and world-class experience.

The deal will also enable the Tour to build a deeper relationship with fans, athletes, and sponsors, while identifying opportunities to engage new fans around the world.

Commenting on the partnership, PGA Tour vice president of fan engagement, Travis Trembath, said: “We are excited to welcome Qualtrics to the PGA TOUR and look forward to using their industry-leading XM platform to understand fan insights.”

“Our fans are at the heart of what we do at the TOUR and Qualtrics will allow us to communicate and engage with them in a more meaningful and relevant way.

“We look forward to working with Qualtrics to enhance the PGA TOUR experience for fans as well as other key stakeholders,” he said.

Qualtrics president of products and engineering, Brad Anderson, added: “As the world’s premier membership organization for professional golf, the PGA TOUR understands the importance of creating exceptional experiences for fans and players both on and off course and attracting new fan demographics.”

“With Qualtrics, the PGA TOUR will never miss an opportunity to engage with fans and provide its employees with insights to build deeper relationships that inspire the next generation of fans, players, partners and communities worldwide,” he said.

Additionally, the Qualtrics XM platform will provide fan insights in real-time throughout the tournament experience via surveys, social media, online reviews, QR codes, which can be used to optimise each touchpoint of the tournament journey, from ticket purchase and transportation to food and beverage and the on-course experience.

The announcement comes after LIV Golf athletes, Talor Gooch, Hudson Swafford and Matt Jones, were blocked from participating in the FedEx Cup Playoffs by a US judge.

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