PGA TOUR Unveils Smart Maps to Revolutionize Fan Experience

Interactive navigation and digital engagement to enhance spectator experience at TOUR events through 2030

Published on Feb. 24, 2026

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The PGA TOUR has announced a new strategic alliance with PAM, a leading digital navigation platform, to introduce advanced smart maps that will transform the fan experience at tournament venues nationwide through the year 2030. This partnership aims to make event locations more accessible and engaging for visitors by integrating interactive digital features across multiple platforms such as phones, websites, and on-site signage.

Why it matters

The integration of smart maps supports the PGA TOUR's Fan Forward initiative, launched in 2024 to deeply understand and respond to the habits and preferences of over 50,000 diverse fans, including core golf followers, casual viewers, and non-golf sports fans. This data-driven approach assists the TOUR in continuously enhancing its fan engagement strategies and making tournament venues more fan-friendly and easier to navigate.

The details

The collaboration is designed to personalize how spectators and attendees explore PGA TOUR events by offering intuitive wayfinding tools and improving operational efficiency including routing, ridesharing, and security. Additionally, it seeks to optimize the coordination of vendors and volunteers working during tournaments, ultimately making venues more fan-friendly and easier to navigate. The smart map technology made its public debut last season during the TOUR Championship at East Lake Golf Club, where fans accessed 3D maps through QR codes to receive detailed wayfinding assistance.

  • The partnership begins this week at the Cognizant Classic in The Palm Beaches.
  • The smart map technology made its public debut last season during the TOUR Championship at East Lake Golf Club.

The players

John Norris

PGA TOUR senior vice president of events.

Stephen Minning

CEO of PAM.

Lance Stover

PGA TOUR senior vice president of new ventures and PAM board member.

PAM

A leading digital navigation platform that is partnering with the PGA TOUR to introduce advanced smart maps.

PGA TOUR

The professional golf organization that is unveiling the smart map technology to revolutionize the fan experience at its events.

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What they’re saying

“We are excited to partner with PAM to better connect our PGA TOUR fans with the events and communities in which we play, ensuring they have access and familiarity to each and every corner of the property.”

— John Norris, PGA TOUR senior vice president of events (theconwaybulletin.com)

“PGA TOUR events bring together the best players in the world, along with hundreds of thousands of fans in some of the most iconic sporting environments anywhere. Our role is to make those environments feel intuitive. When fans can easily find players, activations and amenities, they stay longer, engage more deeply and create greater value for the entire tournament.”

— Stephen Minning, CEO of PAM (theconwaybulletin.com)

“An international leader in smart navigation, the PGA TOUR is proud to invest in PAM's rapid growth as they create new, high-quality digital and interactive features that further improve the spectator experience.”

— Lance Stover, PGA TOUR senior vice president of new ventures and PAM board member (theconwaybulletin.com)

What’s next

The PGA TOUR and PAM plan to steadily expand the use of smart mapping across all future tournaments, including signature events and international venues. Continued refinement based on fan and operational feedback will likely drive new features and tailored experiences.

The takeaway

This digital innovation represents the PGA TOUR's ongoing pursuit to lead sports in fan engagement technology, setting a potential standard for other leagues and events worldwide. As the technology matures, the integration of augmented reality and predictive analytics may further enhance interactive experiences, solidifying the TOUR's role as a pioneer in sports entertainment innovation.