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The partnership between Elon Musk’s X and the PGA Tour was announced by CEO Linda Yaccarino on Wednesday. X, formerly known as Twitter, will be bringing golfing highlights and more videos from every PGA Tour event to the social media platform. Yaccarino expressed excitement about providing golf fans with more content and called X the best place for sports. While she did not provide specific details on the content or release schedule, the partnership marks X’s push into video and sports as viewers increasingly turn away from traditional TV and cable.

Elon Musk controversially acquired Twitter for $44 billion in 2022 and rebranded it as X, envisioning it as an “everything app” that could potentially become a trillion-dollar company. Everything apps, or super apps, offer multiple functions like messaging, video, payments, and shopping in one platform. Musk aims to capitalize on the lack of super apps in the Western market and has focused on expanding X’s video programming beyond its text and image-based origins. The company has attracted high-profile talent like Tucker Carlson and faced setbacks, such as the fallout from a controversial interview with Don Lemon. X’s move into sports media aligns with its broader strategy of diversifying its offerings and competing with platforms like YouTube in the TV app space.

Musk’s estimated net worth of $201.4 billion places him as the second richest person on Earth, behind LVMH’s Bernard Arnault and ahead of Amazon’s Jeff Bezos. Known for his leadership at companies like Tesla, SpaceX, and Neuralink, Musk’s acquisition and rebranding of Twitter/X reflect his entrepreneurial vision and interest in expanding the platform’s capabilities. The company’s focus on video content and partnerships with major organizations like the PGA Tour signal its ambition to establish itself as a key player in the evolving digital media landscape. As Big Tech continues to invest in sports rights and live content, X’s collaboration with the PGA Tour positions it as a competitor in the growing market for sports media.

The broader trend of tech companies entering the sports media space is evident in the competition for live rights among giants like Amazon and Apple, challenging traditional broadcasters. With viewers increasingly opting for digital platforms over traditional TV, companies are seeking to appeal to a wider audience through sports content and exclusive partnerships. X’s partnership with the PGA Tour demonstrates its commitment to expanding its video offerings and engaging sports fans on its platform. As X continues to evolve under Musk’s leadership, its strategic moves in the sports media sector and broader push into video highlight the platform’s ambition to become a leading player in the digital media landscape.

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