“Marketing and advertising are fundamental business investments, comparable to labor, rent, telecommunications, manufacturing, and other operating costs, because they drive sales and expand market reach.”  Four strategic opportunities for brands, service providers, and media partners serving golf’s fastest-changing consumer base. Golf’s audience is becoming broader, younger, and more culturally diverse. Initiatives such as the PGA’s “Make Golf Your Thing,” the continued influence of Tiger Woods, the rise of Tim O’Neal on the senior tour, the myriad clubs and organizations promoting participation, and the growth of talent emerging from the APGA all point to a sport expanding beyond its traditional base…. Read More »

After gaining a lot, players of color are at risk of being the biggest losers The golfing world has been in turmoil since the Saudi Arabian Public Investment Fund (PIF) launched LIV Golf in 2022. With its 54-hole format, shotgun starts, and guaranteed millions, LIV disrupted the sport’s traditional ecosystem. As rumors swirl regarding the “now dead” merger negotiations between the PIF and the PGA Tour, the specter of LIV Golf’s closure looms large. If the breakaway league disbands, a unique cohort of players—particularly those from Latin America and the tour’s lone African American star—faces a precarious professional crossroads. It’s… Read More »

Over the past eight years, The USGA and The R&A have raised concerns about distance increases and the long-term consequences of failing to address this consistent trend. Through a series of formal feedback processes and numerous individual stakeholder meetings, the governing bodies agreed on an across-the-game change in how golf balls are tested via the Overall Distance Standard (ODS).