• by Erik Sass  @eriksass1, October 2, 2013

USA Today is muscling up its sports content with a series of new products and partnerships. In the latest move, the USA Today Sports Media Group announced that it is expanding its relationship with the PGA Tour to include new digital marketing initiatives across both partners’ digital platforms.

In their enlarged partnership, USA Today Sports and PGA Tour will collaborate on a number of digital content initiatives beginning in 2014, including stats and scoring, news and editorial, and video content. USA Today provides daily coverage, weekly highlights, standings and results for the tour, as well as the PGA’s Champions and Web.com Tours.

USA Today will continue to receive exclusive category rights for the use of PGA Tour logos for sales and marketing. In return, under the terms of their five-year agreement signed in 2012, the PGA Tour gets discounted advertising and special themed sections in the print newspaper.

Last month, USA Today re-launched The Big Lead, a sports site which combines sports news and commentary with pop culture, celebrity news and gossip. The re-launch integrates responsive design to improve the interactive experience for readers across a number of devices and channels, including mobile and social.

The redesign will also make The Big Lead more suitable for native advertising.
 
Earlier this year, the print edition and Web site of USA Today also received major overhauls, with a new graphic treatment for the newspaper and easier navigation on the site. Last year, USA Today began offering guarantees for online ad viewability in partnership with comScore.

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