Golf's Resurgence: A Multibillion-Dollar Opportunity for Brands

Golf's resurgence as a popular sport has led to a surge in sponsorship opportunities, with car manufacturers, banks, and financial services companies among those vying for a piece of the action. With 50 PGA Tour events sponsored by major brands, the sport has become a global stage for advertising and entertainment. Companies like Honda, Ford, and BMW have all invested heavily in golf sponsorship, while banks such as HSBC and Barclays have also made significant commitments.

Key Takeaways:

• Golf sponsorship exists on three distinct levels: the professional game, the numbers and business game, and the local level, each offering unique opportunities for brands to engage with golf enthusiasts.
• The professional game offers opportunities for brands to become involved with events such as the PGA Tour and Ladies English Open, with governing bodies brokering deals and event-by-event sponsorship available.
• The numbers and business game, encompassing corporate events, is a new growth area, attracting large numbers of competitors and generating media coverage, with brands such as Old Mutual and VisitScotland supporting events like The International Pairs.
• At the local level, golf clubs gain sponsorship from local businesses, with events such as pro-ams generating income from various sectors, while brands see golf as a unique sport where players compete on an equal footing, thanks to the handicap system.
• Golf's demographic is changing, with women's golf being the fastest-growing televised sport in Europe, attracting more kids, and shifting towards a more fashion-forward image, while remaining a relatively affluent game.
• Companies like RBS and HSBC choose golf as a global sport that targets their key audience of 'C-suite' and executive-level business people, with brands seeing golf as a cost-effective way to reach this demographic on both sides of the Atlantic.

Statistics:

• 50 or so PGA Tour events have either a title sponsor or a presenting sponsor, with 10 sponsored by car makers and 4 by banks. (Source: [The original text])
• 10 PGA Tour events are sponsored by car manufacturers, with Buick creating a significant splash by signing Tiger Woods for a reported $20-25m in 1999. (Source: [The original text])
• The International Pairs, a tournament for club golfers, has secured sponsorship from Old Mutual in South Africa and enjoys marketing support from VisitScotland and the Wales Tourist Board in the UK. (Source: [The original text])
• Golf is the only sport where all players compete on an equal footing, thanks to the handicap system, making it a unique attraction for brands. (Source: Pete Richardson, Media Organiser of the London Golf Show)

Sources:

• The original text
• Pete Richardson, Media Organiser of the London Golf Show
• RBS
• HSBC Holdings
• Old Mutual
• VisitScotland
• The Wales Tourist Board