LeBron James has taken his interest in golf beyond the fairways and into digital media, launching a dedicated YouTube channel that will document his experiences playing the sport and travelling to courses around the world.
The channel, which dropped at the weekend, will publish monthly episodes, combining golf with travel, food, wine and appearances from James’ friends and connections.
Its first episode runs for 96 minutes and follows James and several members of the 2016 Cleveland Cavaliers championship team on a golf trip to Scotland.
Kevin Love, J.R. Smith, Richard Jefferson, Tristan Thompson and Channing Frye joined James for the trip, which marked the 10th anniversary of the Cavaliers’ NBA title. The team famously came back from 3-1 down to beat the Golden State Warriors in the 2016 NBA Finals. BY day four, the film had generated 2.3m views.
The launch is notable not simply because a high-profile sports personality has taken up golf, but because James is building a media property around a sport in which he is still effectively a fan and student rather than an established professional. He has spoken publicly about his interest in golf since 2025, including his ambition to make the sport more accessible to children from underrepresented backgrounds
Golf has been a rich area of activity on social. A growing number of professional golfers have established their own YouTube operations, with players including Bryson DeChambeau, Ian Poulter and Tommy Fleetwood developing channels that offer material outside the conventional tournament broadcast. DeChambeau has been one of the most prominent examples of a professional golfer using YouTube to build a direct relationship with fans, while Poulter launched The Postman in 2025.
The trend sits alongside the much larger YouTube-golf ecosystem created by digital-native operators such as Rick Shiels and Good Good. Shiels became the first golf creator to pass one million YouTube subscribers in 2020.
For YouTube, the arrival of one of the world’s most recognisable athletes represents another indication of the platform’s appeal as a destination for talent looking to develop media brands outside traditional sports broadcasting.
