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Sky Sports has lost the broadcast rights to the US PGA Championship, one of the biggest tournaments in the golfing calendar.

The news comes just days after Sky launched a dedicated golf channel.

The PGA of America confirmed to The Guardian that it would not renew Sky's deal, which has run for a decade. Instead, it's pursuing a new media model. What exactly this entails, it wouldn't say, though it hinted that Sky was too focussed on televised coverage for its liking.

"We had a good partnership with Sky but the 2017 US PGA Championship will not be on Sky," said Jeff Price, the PGA of America's chief commercial officer. "It was a multi-year deal that was up. Ultimately one of the key things for us is scale of distribution and obviously with all the new platforms that consumers are engaging with, we want to make sure we reach all of them."

This suggests the company is pursuing a social media-first strategy, possibly with a highlights package offered to another TV company.

Last year, Sky showed all four majors. This week, Sky Sports Golf will show live coverage of the Open from Royal Birkdale.

Source: The Guardian

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