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 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 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  G3g_M G3g_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, Sales & Marketing (PGA Tour). (n.d.). Retrieved November 5, Grow the Game of Golf. (n.d.). Retrieved November 5, 2014 Beditz, J. (n.d.). Golf Participation Retrieved November 11, Smith, M., & Mullen, L. (n.d.). IMG restyles European operations. Sport Business Journal. Retrieved November 4, 2014, from Sponsorship/IMG.aspx