The DP World Tour collected the Gold Award last night for Best Short Form Content of the Year at the annual SportsPro Media Awards in Madrid.
The Tour won for Welcome to Influencer Training - a bold, comedic, scripted content piece that brought together top golf stars at the Hero Dubai Desert Classic in an irreverent, self-aware take on the influencer phenomenon. We beat tough competition from the likes of England Rugby and the Bundesliga to win the award.
Welcome to Influencer Training sought to parody the influencer trend by asking a simple, satirical question: what if pro golfers took a crash course in how to “go viral”? The result was a comedic sketch where a fictional, overzealous “social media coach” trained the Tour’s stars in the art of virality – from awkward TikTok dances to cringe-inducing catchphrases. The campaign achieved over 5.25 million impressions, 4.95 million views, and 263,500 engagements.
The SportsPro Media Awards celebrate the pioneers, platforms, and storytellers who are coming together to shape the future of how sports are consumed worldwide. They are organised by SportsPro, the leading media and events company for the business world of sport.
The Tour’s content team are on a roll on the industry Awards front. Last night’s win represents the fourth prestigious award win in the past 12 months and follows on from winning Short Form Content of the Year at the Broadcast Sport Awards in London earlier this month.
