Not too long ago, if you took a stroll down memory lane on the Wayback Machine, YouTube was a playground bustling with direct-to-consumer golf brands and a few big-name manufacturers pairing up with only the most prominent content creators. Callaway was working with GoodGood and Bob Does Sports, TaylorMade found partners in Fore Play and Grant Horvat, while Bryan Bros. snagged Horvat for a recent collaboration with Takomo.
But one notable absence in this competitive landscape was perhaps the most esteemed brand in golf.
Titleist, known as the "#1 ball in Golf," is finally stepping up to the plate. Earlier this year, they made waves by signing on renowned creators like Andy and Piers from Me and My Golf, Micah Morris—who stepped away from TaylorMade—and, most surprisingly for me, Peter Finch. While Andy, Piers, and Micah boast significant subscriber numbers, it was Finchie’s partnership that really caught my attention.
For years, I’ve been a fan of Peter Finch’s "Build My Bag" series. His neutral stance meant he tested almost every new release, carefully selecting his top picks across all categories—driver, fairway woods, irons, wedges, putter, and ball—before putting them through an on-course showdown. Watching Finchie’s "battle royale" played out with his charming Manchester twang was a yearly highlight in the YouTube scene.
So when he dropped the news—via an engaging announcement and an excellent fitting video at the coveted Titleist Performance Institute in Carlsbad, California—that he was leaving behind my beloved "Build My Bag" series to sign an exclusive deal with Titleist, I was taken aback.
Titleist’s recent moves make it clear they’re on a mission to strategically align with well-respected content creators, ensuring other manufacturers don’t monopolize the conversation. They’re carefully choosing creators who embody the brand’s timeless and classic appeal. That being said, the timing of their approach raises a question: Why now?
Go big or go home.
Content creators have enjoyed clubs deals for a while now, but these collaborations rarely took center stage.
Examining why Titleist is diving headfirst into the YouTube domain offers some interesting insights.
Sure, it feels routine to spot the Good Good/Bob Does Sports crew sporting Callaway gear or the Fore Play guys with TaylorMade attire. However, respected gear reviewers have traditionally shied away from exclusive club deals. Rick Shiels, Peter Finch, and James Robinson, among others, who’ve built significant content off equipment reviews, have typically remained neutral. They’ve explored other partnerships for apparel or accessories, but have mostly steered clear of committing to just one brand for clubs.
This makes sense—an agreement like that can significantly limit the breadth of content for someone like James Robinson, who’s known for churning out daily videos.
Seeing Finch, with his impressive subscriber base and YouTube reputation, tying his name to one brand, especially one as prestigious as Titleist, signals the brand’s serious intent to dominate the content creator scene.
Me and My Golf is arguably the crème de la crème of golf instruction on YouTube, while Micah Morris, once part of Good Good and now pursuing a professional golfing career, consistently draws a crowd.
Titleist’s alliance with No Laying Up, cemented in January 2023, linked them to a leading golf podcast. No Laying Up’s YouTube presence, featuring TPI visits and a Titleist series called "Finding Feel" launched last March, speaks volumes about this dynamic partnership.
With these strategic signings, Titleist is signaling they’re not idling any longer. They’re proactively courting the younger golfing demographic like never before, which brings us to the next point.
PGA Tour players alone are not enough.
Titleist’s ambassadors from the PGA Tour are among the globe’s top golfers: think Ludvig Åberg, Wyndham Clark, Justin Thomas, Tom Kim, and Jordan Spieth.
This formidable roster, especially in light of Åberg’s recent triumph at The Genesis, holds significant clout but isn’t the powerhouse it once was. Max Homa’s recent switch to COBRA is evidence of the shifting sands.
More intriguing is the trend showing a migration from traditional viewing to platforms like YouTube for golf content. While more than three million viewers marveled at Åberg’s impressive stretch at the Genesis, which was a "massive ratings success," other events, like the AmEx the previous month, didn’t draw nearly the same numbers.
Yet, as reported in June, over 4.3 billion golf videos were viewed on YouTube.
Let me break down those numbers for you: more people are consuming golf content on YouTube than via PGA broadcast viewership.
This pivot to sign some of the most esteemed personalities on YouTube is a shrewd business move. Boost brand visibility, enhance profitability—simple as that.
The gift that keeps on giving.
A visit to Titleist’s website in recent times highlights "#TeamTitleist" prominently in its menu, indicative of a membership program for Titleist enthusiasts that provides access to exclusive events and product testing.
Recruiting a slew of vibrant content creators as part of #TeamTitleist creates a mutually beneficial ecosystem: creators gain access to Titleist’s member audience, while Titleist taps into their vast weekly YouTube viewership.
And it’s not just business—it builds a community. As a #TeamTitleist subscriber (which, yes, includes me—who wouldn’t take advantage of a free resource?), you feel connected, rallying behind these creators now sporting the home team’s colors. If you weren’t a Peter Finch fan before, wouldn’t you be more intrigued now seeing his work pushed via Titleist’s direct communications?
Every video supports Titleist, and every #TeamTitleist dispatch strengthens the creators’ presences.
Titleist encourages enthusiasts and creators to showcase their experiences with their products using hashtags like #TeamTitleist. This approach not only extends brand reach but fosters camaraderie among hashtag supporters—“I’m just like them!”
Behind-the-scenes and educational content.
Titleist collaborates with influencers to produce behind-the-scenes content such as factory tours or insights into product development. Collaborations also include educational content offering game improvement tips, reinforcing Titleist’s position as a leader in the golf industry.
Future-proofing.
Extending its reach, Titleist is venturing onto platforms like TikTok and Instagram Reels, teaming up with creators crafting engaging short-form content. This strategy taps into tech-savvy, younger audiences with burgeoning golf interests.
Young enthusiasts are increasingly sourced via these platforms, proving that "influencers" today wield significant sway—a fact mirrored in the billion-view figure. These creators might just be influencing the golfing community more swiftly than any Tour star, no matter how promising like Åberg.
Aligning now with respected content creators netting hundreds of thousands of views per video assures Titleist that newcomers will view them not only as their parents’ choice but also the go-to for contemporary influencers, teachers, and players.
Where does Titleist go from here?
This, I believe, marks just the genesis of Titleist’s engagement in the Content Creator sphere. Expect more headline collaborations in the future, drawing in vibrant, young talent—not currently mainstream—to further solidify their brand appeal across generations.
Trust me when I say, Titleist is poised to emerge as "The #1 Brand in (YouTube) Golf."
Photo Caption: Peter Finch joins the expanding Titleist content creator family. (Photo courtesy: Peter Finch YouTube)
