GoPro and golf look to each other for new life

GoPro (GPRO) shares continued to fall Thursday morning when the market opened, after the camera maker reported ugly fourth-quarter earnings on Wednesday. The company posted a 31% decline in sales, while lowering guidance for the next quarter. The stock is down more than 80% in the last six months and in the last year.

But a new partnership with the PGA Tour could be mutually beneficial for both parties. Golf, too, is stumbling: the sport's biggest stars keep getting younger, but its fans are staying the same age.

Participation in golf has been flat for years, according to the National Golf Foundation. Equipment sales are in decline and took such a hit in 2014 that Adidas has explored selling off its golf business TaylorMade, the industry's No. 1 player by market share. For nine straight years, more golf courses in the U.S. have closed than opened. And golf's TV ratings have struggled over the last few years, although the 2015 Masters saw a 23% bump over the year before, attributable to an exciting finish involving its biggest young stars, Jordan Spieth and Rory McIlroy.

The PGA Tour knows that the only potential solution to what ails golf is recruiting younger fans by focusing on golf's younger stars. Thus, flashy technology is at the heart of its newest partnership. This week, the PGA Tour announced a deal with GoPro and SkratchTV, the sport's own online video network, to "deliver never-before-seen perspectives and episodic video content to golf fans around the world."

Translation: Golf is going extreme. The sport sees potential to woo millennials with GoPro's dizzying, high-octane P.O.V. shots that the camera maker has traditionally brought to more extreme sports like skateboarding, snowboarding, BMX, and mountain biking. "We're intrigued," said Rick Anderson, the PGA Tour's executive vice president of media, in a press release, "to GoPro the game of golf."

What does that mean? For starters, expect to see the GoPro HERO cameras show up on the course—in as unobtrusive a way as possible. "We're not up to using drones yet, although there is a lot of discussion of that," says the Tour's senior vice president, Norb Gambuzza, in an interview with Yahoo Finance. "But there will be guys shooting with GoPros and doing things with camera placement and positioning that we have not done before. I think fans will look at it and say, 'Hmmm, what's going on over there?' We are always looking to push the envelope in how we shoot and distribute our content."

The views debuted on Wednesday at the Waste Management Phoenix Open, and included a digital-only broadcast on Skratch, live from the course's stadium-like 16th hole.