Marketing in Professional GolfBy:Ryan Olli, John Purcell, Wes Purcell, Taylor Bouck

Why is Golf Unique? Golf is unique in the sporting world Golf fans play the sport on a regular

basis The majority of PGA fans are over the

age of 55 More than 27% of fans have incomes

over $ 100,000 Audience is very appealing to marketers

due to affluence.

Growth In Golf Participation 1980’s to 2000 Golfer participation grew

by 50%. Big Golf Course boom in the 60’s and

90’s Difference in types of courses built

60’s: More courses were built/ affordable public courses.

90’s: Expensive private courses

Growth In Golf Participation Continued The 1960’s

3,803 courses added 7 million golfers added

1990’s 2,641 courses added 4.4 million players added

The State of Golf This past summer saw a big decline in

fans 2014 Masters Tournament had lowest

ratings since 1957 This summer was not the first time golf

has seen a big decline Interest has been declining since 2005 Many reasons for this decline

Factors Influencing the DeclineContinued Cost to play golf has increased

significantly since 2005

Loss of a big percentage of fans in the lower half of the fan base

Response to the Decline Two initiatives in the 2000’s were started

Link Up 2 Golf

Play Golf America

They didn’t work very well

Get Golf Ready in 5 Days was started in

response

Marketing Efforts in Golf

Get Golf Ready in 5 Days

Initiative to get more adults involved

Industry-wide adult development

program

Two main goals

Bring new golfers into the game

Bring former golfers back into the game

Elements of the Get Golf Ready in 5 Days Program

During the five lessons different elements of the game will be taught

Golf Skills: Setup, grip, swing, playing the situations,

etc. Instruction:

Etiquette, basic rules, safety, keeping score, etc.

Marketing Get Golf Ready Reaching the the general public On-Site marketing

Posters, brochures, and materials displayed at the participating golf clubs

Off-site Marketing: Promote through PGA Tour events Commentators talk about it on television Commercials on television and radio https://www.youtube.com/watch?v=rqCQX4G3g_M

Marketing Get Golf Ready Golf lessons have been made financially

feasible. Five lessons for 99 dollars. This program is accessible to people all

over the country. Cooperation and commitment of local

golf clubs have allowed this program to be easily accessible.

Marketing Through Television Marketing through the golf channel

Target specific audience

Perfect marketing opportunity

Consumer is unique presenting valuable opportunity

Marketing Through Television Continued … Golf channel markets to their viewers in

two ways Using specific brands (Taylor made,

Callaway, etc.) Through their programming

Marketing Through Luxury Brands With the unique “High Class” audience

of golf marketers have partnered with Luxury brands Easy to reach the target market through

these brands Consumers commonly associate these

brands with golf Grey Goose, Mercedes, and Ralph Lauren

sponsored this years U.S. Open

Marketing Through Corporate Hospitality Tents The PGA is partnered with many

corporate sponsors Most have hospitality tents at big

tournaments through MSG promotions Great way to give many fans a great

experience Example: Bank of America hospitality

tent at the 2014 U.S. Open in Pinehurst

Class Trivia

Question 1: Can anyone name one factor influencing

the decline in golf participation?

Answer: Cost to play golf has increased

significantly since 2005 Loss of a big percentage of fans in the

lower half of the fan base

Question 2: What type of companies usually partner

with the sport of golf?

Answer: High Class companies (ex: Grey Goose,

Rolex, Mercedes, Ralph Lauren)

Question 3: Which major golf tournament had its

lowest rating since 1957?

Answer: The Masters

Question 4: Can you name one of the decades in

which the golf course boom occurred?

Answer: The 60’s and the 90’s

Question 5: Can anyone name the current #1 golfer

in the world?

Answer: Rory McIlroy

Sources Cited Birkner, C. (n.d.). Golf and Tennis Still Offer Valuable Niche Marketing Plays, Experts Say. Retrieved November 3, 2014.

Sales & Marketing (PGA Tour). (n.d.). Retrieved November 5, 2014.

Grow the Game of Golf. (n.d.). Retrieved November 5, 2014

Beditz, J. (n.d.). Golf Participation 2010-2020. Retrieved November 11, 2014.

Smith, M., & Mullen, L. (n.d.). IMG restyles European operations. Sport Business Journal. Retrieved November 4, 2014, from https://www.sportsbusinessdaily.com/Journal/Issues/2014/11/10/Marketing-and-Sponsorship/IMG.aspx