Brave Bison to consult European Tour on its YouTube channel

The AIM-traded firm said its expertise in growing the audience of YouTube channels, and the success of its previous golf work, was key to the European Tour's decision.

It said the relationship would involve Brave Bison providing audience insight, research and channel management with the aim of growing the European Tour's YouTube presence.

“Sports content is one of the biggest drivers of traffic on YouTube and golf is growing its share of that audience,” said Brave Bison chief executive officer Claire Hungate.

“As a producer and publisher of entertaining, engaging and quality video content on YouTube, the European Tour is playing its part in this trend.

“We're pleased to be supporting the European Tour to amplify and commercialise its YouTube community and ensure the content reaches as many fans, new and old, as possible.”

Viewers of the European Tour channel on YouTube are able to view extended highlights of tournaments, as well as highlights of individual players including Rory McIlroy, Justin Rose and Tommy Fleetwood.

The content was drawn from events on the European Tour as part of the so-called ‘Race to Dubai’.

Brave Bison said the channel was also home to video content such as the ‘14 Club Challenge’, ‘Little Interviews’, ‘Hardest Hole’, ‘Fastest Hole’ and many more challenges, pranks and world record attempts featuring the best golfers from around the world.

“We are looking forward to working with Brave Bison as we continue to showcase our innovative content to as wide a global audience as possible,” said Rufus Hack, chief content officer at the European Tour.

“Brave Bison's knowledge and expertise on YouTube will help us reach a greater audience to showcase the amazing talents and personalities of our players.”