Paige Spiranac, a golf content creator with over 11 million followers across social platforms, has joined the front office of the golf competition, Grass League. Spiranac will focus on brand development, digital marketing, fan engagement, and talent acquisition for the league, which is currently in its second season.

“I’ll be touching a bunch of different aspects of the business: brand development, digital marketing, brand engagement, seeking out new team owners, talent, and sponsors,” Spiranac told Forbes regarding her new responsibilities.

Grass League operates as a high-stakes par-3 competition featuring two-person team scrambles. The league currently hosts events at LED-lit venues, with competitions previously centralized at Grass Clippings in Tempe, Arizona. The circuit has expanded to include a Labor Day weekend event at Goat Hill Park in Oceanside, California, scheduled to air on Golf Channel.

Recent competitions have awarded $40,000 to winning teams, with $20,000 to runners-up and $8,000 each to third-place finishers. The league championship is scheduled for December 5-6, 2025, at Grass Clippings at Rolling Hills.

Content Strategy Focus

Spiranac identified talent development as a primary focus area. Her strategy emphasizes balancing competitive play with personality-driven content.

“When we have looked at the trends with content creators—what seems to work is that people love a great personality, but they also love to watch really good golf,” Spiranac explained.

She cited successful PGA Tour players who have built followings through behind-the-scenes access. “We’ve seen it with Joel Dahmen and Max Homa and a lot of the players on ‘Full Swing,’ where we’ve been able to get little glimpses into their life,” she noted. “You just need to have that connection, because once you have that connection, you will always root for them.”

Spiranac previously collaborated with Grass League as a social media correspondent before accepting the front office position.

The transition aligns with the influencer’s stated interest in leveraging her marketing experience and brand development expertise. On a recent podcast, she expressed interest in eventually becoming a commissioner of a golf tour.

While taking on executive responsibilities, Spiranac will continue with her content creation activities and is set to appear in “Happy Gilmore 2,” premiering July 25 on Netflix.

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