Current State of Marketing in Professional Golf By: 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 player 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 Decline Number of golfers plateaued in 2000 Been slowly declining since 1.7 million golfers lost in the 2000’s 492 courses built in the 2000’s

Factors Influencing the Decline Continued 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

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