Fanatics is bringing Tiger Woods and Rory McIlroy into the fold.
The digital sports platform has inked a deal with TGL, a new tech-centered golf league developed by TMRW Sports, a company formed by the two golfers in partnership with the PGA Tour, to become the official operator for both the league and its individual teams.
As part of the deal, Fanatics also secured the rights to design and manufacture TGL team merchandise as an official licensee.
TGL is expected to debut on Jan. 9 and will feature 24 players on six teams competing in a match-play format on a virtual course with a special short-game area. The matches, which will last two hours, will air during primetime on Monday and Tuesday nights on ESPN and its related networks. They will be played in a special arena, the SoFi Center, in Palm Beach Gardens, Fla.
In advance of the official launch, TGL will debut its e-commerce store, selling licensed merchandise for the teams through the Fanatics network. The merchandise will also be available to wholesale and third-party retail accounts.
“As this new innovative league aims to merge technology, star power and golf, Fanatics looks forward to contributing to those efforts through a best in class e-commerce shopping experience which will feature a variety of our own designs,” said Brian Swallow, Fanatics senior vice president of strategy and corporate development for Fanatics. “Fanatics is uniquely positioned to help bring to life TGL’s vision of connecting golf through technology and culture, and will provide fans access with a rapid online and mobile commerce platform that helps them connect with their favorite new teams and golfers.”
“TGL presented by Sofi will be a new way to experience golf, and Fanatics is a perfect match to make our league and teams a tangible experience through high-quality merchandise,” said Jarrett Dube, chief marketing officer of TMRW Sports. “With Fanatics’ expertise and industry-leading technology, we aim to welcome a broad spectrum of sports fans to golf by making the sport more accessible, and that extends to the products and culturally relevant experience we deliver to TGL fans who want to be a part of our community.”
Among the players who will be participating in addition to Woods and McIlroy are Jon Rahm, Collin Morikawa, Justin Thomas, Matt Fitzpatrick, Shane Lowry, Justin Rose, Adam Scott, Xander Schauffele and Rickie Fowler.
The inaugural season will feature 15 regular season matches followed by semifinals and finals.