The Team is deepening its bet on creator‑led golf by acquiring boutique agency, Provisions Golf. As part of the deal, Provisions founders Joe Gilliland and Josh Morgan are joining The Team as SVPs of the Creators division, with Gilliland based in Dallas and Morgan in San Diego. They will report to Creators EVP Michael Jones. The Team, Gilliland and Morgan declined to share financial details behind the acquisition.
In their new roles, Gilliland and Morgan will look to bridge the gap between traditional professional golf, live events and the rapidly growing YouTube and social‑driven side of the sport. Provisions grew out of Gilliland’s early work with the Bryan Bros, whose YouTube trick shot videos helped pioneer golf content on the platform and later helped get Wesley Bryan to the PGA Tour. The business formally took shape and was founded in 2019 and has since expanded into an operation consisting of talent representation and channel management, brand agency and production services as well as business development in partnership with creators. Provision is bringing on each of its 26 clients including golf content creator Grant Horvat, the Bryan Bros and more onto The Team.
Beyond representation, Gilliland and Morgan have helped develop properties like the PGA Tour Creator Classic, LIV Duels, The Q at Myrtle Beach and the recently launched Your Golf Tour.
Gilliland and Morgan had been fielding interest from multiple agencies for more than a year before opting for The Team. Provisions gains scale, operational support and expanded brand access for its creators, Gilliland said.
“They’re [The Team] looking at us now going, ‘What you guys have done is incredible. Let us show you what you can do with the power of a team who has the ability to juice this and bring in far more assets and valuable properties in strategy that we haven’t implemented,” he said. “It felt like a perfect scenario for our clients to come in and have an opportunity to build their business across the board.”
For The Team, this strengthens its position in digital golf and in creator‑led content more broadly. YouTube and social media have, like many other sports, changed how the sport is consumed by appealing to a younger audience with some channels drawing millions of subscribers and millions of monthly views.
“Golf creators are redefining how a younger audience consumes the sport and Provisions is the best at helping top talent drive that evolution forward,” said Jason Ranne, president of global talent representation for The Team.
“First and foremost, our clients have continued to grow and feel supported on and off the course,” Morgan said. “Joe and I continuing to be innovative and do things that people have never seen before in the digital golf space, and growing our team and community. Those three things to us are going to be imperative.”
If The Team can hit those marks, the move could turn a small, creator‑driven shop into one of the central engines behind golf’s digital future.
