Specialised sports and tourism agency Azalea has snapped up social media sensation the Average Golfer.

This deal is expected to see the company maximise the Average Golfer’s exposure and manage his commercial rights and partnerships.

The increasing value of influencers in the changing media landscape – as golfers’ consumption habits continue to shift in an increasingly technological world – has made video content crucial in hitting the intended audience and achieving modern-day marketing goals.

Consequently those content creators can benefit from having some experienced professional management, in the way other entertainers have enjoyed for decades.

The Average Golfer, also known as Andy Sullivan, has quickly built a not-so-average following on his YouTube channel.

He has attracted more than 25,000 subscribers and more than six million video views through regularly posting vlogs from golf courses across the world.

Mr Sullivan also shares his honest opinions, insights and reviews on various products, equipment and golfing topics.

His impressive engagement figures have been averaging around 300,000 views per month and a total of 15,500,000 video minutes watched in the past year.

Sean Noble, the managing director of Azalea, said: “Andy’s approach, professionalism, passion and content quality has been something we’ve admired for a while.

“Brands within the golf industry appreciate the value in digital media and it seemed like the perfect opportunity for us to team up with Andy as we continue to help companies expand their reach – and Andy’s influential personality and engagement levels show the importance of this type of media.”

As well as managing and increasing Mr Sullivan’s commercial partnerships in the golfing world, Azalea has also come up with some exciting plans to evolve and maximise his content during 2020 and help him to continue the growth of his loyal following online.

Mr Sullivan said: “It’s got to the stage now where YouTube and social media have become the most powerful marketing tools.

“It’s amazing so many golfers value and enjoy my content enough to constantly engage with it, so I’m excited to work with Azalea to bring it to a whole new level and use the platform in a way that will benefit more and more golfers.”

Azalea continues to be a leading player in its field, representing a variety of luxury resorts, flagship golf clubs and leading brands across the United Kingdom and Europe.

For more information, visit www.theazaleagroup.com and www.averagegolfer99.com