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NBCUniversal on Thursday launched its new e-commerce initiative, bridging the gap between viewers and the brands they love.
The new commerce experience begins with Shop with Golf—the marketplace aligned with the Golf Channel—after NBCU learned that fans were interested in directly connecting with golf lifestyle brands. Shoppable categories include apparel, accessories, beauty, home, wellness and travel in support of customized original content franchises and video series on the channel, according to a statement.
“Golf is unique from many other popular televised sports because fans who watch also play,” said Mike McCarley, president, golf, NBC Sports, in a statement. “Golf is a lifestyle and fans engage with the game in many ways from travel and instruction to equipment and clothing. Shop with Golf allows one-stop-shopping for high-quality, but previously hard-to-find, brands for all golfers.”
The marketplace launched with 30 of those hard-to-find brands, including Linksoul, Foray Golf, Criquet, Rhone and William Murray Golf, the apparel brand belonging to actor Bill Murray. Alongside his five brothers, Murray is also providing entertaining video content, starting with a quirky music video that features them “staying on course.” It all contributes to NBCU’s goal of enhancing an established culture through carefully-curated merchandise and content.
“On this platform, golf fans can engage with their favorite content and brands like never before, while companies can reach their consumers at scale and drive impact,” said Josh Feldman, executive vice president, head of marketing and advertising creative, NBCUniversal, also in a statement. “Previously as elusive as a hole in one, marketers can now access the whole purchase funnel in one unbeatable environment.”
Shop with Golf also provides special pricing for members of Golfpass, a new digital membership launched by NBC Sports Group and Rory McIlroy in February. The direct-to-consumer subscription offers golfers more opportunities to play, high-quality video content, tools to improve, and enhanced shopping and travel experiences.
NBCU says that in order to reimagine the commercial experience, it’s first attempting to reimagine the commerce experience. The company plans to scale this e-commerce model in the future, enabling it to become an incremental revenue source.