Matt Farrell, CMO of USA Swimming, has joined Golf Channel as General Manager of Alternative Golf and Executive Director for the World Long Drive Association. Farrell is a 20-year veteran of sports and entertainment marketing spanning roles with USA Swimming, the U.S. Olympic Committee and Warner Brothers. The announcement was made today by Tom Knapp, Golf Channel executive vice president, partnerships and programming.
“Golf Channel is committed to the growth of the game by engaging new and different fans in our coverage of all aspects of the game,” said Knapp. “Alternative competitions like World Long Drive expand golf’s reach, and Matt’s proven track record of elevating sports, both through grassroots efforts, digital extensions and high-profile media opportunities will further fuel our efforts. Matt has a terrific reputation within the Olympic community, where he is known as an effective and strategic partner amongst colleagues across sport governing bodies and sponsors.”
“From the first time I experienced a WLD event, I immediately saw the progressive vision and promising future of long drive as a sport and unique avenue for golf to connect with younger, athletic-minded sports fans,” Farrell said. “And thanks to the investments of NBC Sports, the competitors, sponsors, and event hosts the past few years, we have an incredible foundation to expand upon with a global, long-term strategic plan. For me personally, I look forward to combining my background in commercial development, organizational leadership and digital content at USA Swimming and the U.S. Olympic Committee with Golf Channel’s entrepreneurial enthusiasm to grow the sport of golf in non-traditional ways.”
In the newly created role, Farrell will lead all domestic and international business elements for Golf Channel’s owned and operated alternative golf franchises, led by the World Long Drive Association, which has aired on Golf Channel since 2013. For these franchises, Farrell will oversee event sponsorships, marketing, communications, operations, player relations and TV/digital media extensions. Farrell will lead teams focused on further development of additional alternative golf competitions, events and franchises. Farrell will report to Knapp and his official start date is December 3.
Since making a commitment to add World Long Drive to its business portfolio in 2015, Golf Channel has elevated the sport to feature five televised live competitions in 2018, culminating in the Volvik World Long Drive Championship in primetime, and adding the women’s division to televised events for the past two years. Previously, World Long Drive’s exposure was limited to a single, tape-delayed presentation of the men’s world championship on ESPN2. Despite a history as a sport dating back to 1976, Golf Channel’s support drove World Long Drive to be named a 2018 finalist for a “Breakthrough Sports League of the Year” by the annual Cynopsis Sports industry awards. The broader sports industry also has taken notice, including ESPN proclaiming that long drive has “recently started to enter the mainstream of golf;” Men’s Journal noting “with the sport’s ascendant profile and ever-growing prestige,” fans should “buckle up for more high-octane action;” Golf Digest saying the WLD atmosphere is “on the upswing, gaining traction;” and Golf.com claiming it is “an eye-opening experience”.