Closing the Gap: Bringing Women’s Golf into the Spotlight

Women’s sports are surging in popularity, yet the coverage continues to fall short. Women only get 8% of U.S. sports coverage. We set out to narrow the visibility gap for female athletes by changing the way we cover women’s sports, in partnership with the USGA and Brae Burn Country Club.

When we learned the USGA’s Women’s Mid-Amateur tournament was coming to Brae Burn Country Club, one of the toughest courses in the country, we had one question: how do we get these women the coverage they deserve?

The event had never been televised, and we recognized the need for a new storytelling approach—one that captures the unique female narratives. Research revealed that social media is crucial for boosting fan engagement and increasing visibility for women’s sports.

We launched the “Let’s Shoot Their Shot” campaign. Using social media to turn spectators into storytellers, we rallied a community of attendees, content creators, and fans to post coverage from their own accounts.

We showcased the incredible golf – and also narratives around pregnant and postpartum golfers, matching outfits, the 9-5s these women work outside the sport, and more.

Our digital hub became a gathering place for all content, offering the world a chance to experience the Mid-Am championship & these athletes in a whole new way.