The unusual lesson from Barstool's $1 million 'Internet Invitational'

"Sixty years later, golf fans of a different variety watched as a new all-star collection of golfers came together to maximize exposure and compete for a large prize. They were not players but influencers, competing in Barstool's "Internet Invitational " - a six-part, hours-long bonanza featuring 48 golfers competing for the chance at $1 million. Their medium of choice was YouTube, but the thrust of their video wasn't entirely counting birdies and bogeys."

"All of it raised a question that seemed outlandish until quite recently: When it came to bringing together the best influencers in golf regularly, was Barstool onto something? These are strange times in the world of sports. Leagues continue to act like media companies and media companies continue to act like leagues, a closing loop that has blurred lines at events like the Internet Invitational and the PGA Tour's forthcoming Good Good Championship. Those who put on golf tournaments are now responsible for YouTube highligh"

Successful golfers pooled skills, sponsors, and revenue-sharing to create the PGA Tour. Sixty years later, 48 golf influencers competed in Barstool's Internet Invitational, a six-part YouTube event mixing competition, reality-TV elements, and on-camera performance for a $1 million prize. The event generated nearly 2 million views in under 24 hours and dominated golf discourse during a quiet calendar week. The event demonstrated cross-demographic appeal and the potential for influencer-driven tournaments to rival traditional formats. Contemporary sports increasingly blur the lines between leagues and media companies, prompting tournament organizers to manage both competition and digital content distribution.

Read at Golf