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Social video specialist Brave Bison is to flex its creative muscles on behalf of the European Tour after becoming a strategic consultant tasked with improving the YouTube presence of the golf event.

Under the terms of the deal Brave Bison will provide audience insight, research and channel management services to achieve this aim, offering YouTube subscribers access to extended highlights of tournaments and players to build engagement.

Claire Hungate, chief executive officer at Brave Bison, remarked: "Sports content is one of the biggest drivers of traffic on YouTube and golf is growing its share of that audience. As a producer and publisher of entertaining, engaging and quality video content on YouTube, the European Tour is playing its part in this trend. We're pleased to be supporting the European Tour to amplify and commercialise its YouTube community and ensure the content reaches as many fans, new and old, as possible."

Content will focus on key European Tour players such as Rory McIlroy, Justin Rose and Tommy Fleetwood with additional content coming by way of interviews, custom challenges, pranks and world record attempts by guest golfers.