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THEMES

Click on the sections below to read detailed insight and analysis about 12 themes of golf

Smiling older Black man with a golf club over his shoulder
Man golfing, text: Golf benefits health and wellbeing, mental health is a key motivation.
Health & Wellbeing
Earth from space showing Europe and Africa
Golf has a truly global reach; it transcends borders and is played in more countries than ever before. As of 2024, there are 413M golf fans and 128M+ players worldwide.
GLOBAL REACH
Aerial view golf course green, two golfers, sand traps
Sustainability and golf's symbiotic relationship with nature
Two women in abayas golfing on a driving range.
The golf industry is committed to ensuring the game is open to all, and diversity remains a high priority across the leading organisations in the game.
Diversity & Inclusion
Group of young girls smiling at an outdoor event
The game of golf is growing, reaching new markets and demographics. In the last two years, those aged 8-15 years old playing golf has increased by 43%, globally.
Growth
Golfer swinging club with digital golf club designs
Golfer mid-swing with text: Golf is one of the oldest and most celebrated sports in history and yet has a visionary outlook for the future.
TRADITIONAL, YET INNOVATIVE
Hand holding phone displaying Rory McIlroy video on social media
Golf can meet almost any marketing objective thanks to its unique structure, geographical reach, and participatory fan base, with 88% of golf fans saying they notice sponsors at events.
VERSATILE MARKETING
The Open golf tournament, grandstand, and scoreboard
Golf fans are a desirable audience: cross-generational, educated, affluent, and travel-oriented.
DESIRABLE AUDIENCE
SUSTAINABILITY
Four golfers chatting on a course
Golf can provide a rich environment to cultivate and fuel community and connection. Gen Zs in the US cite the social aspect of golf as their motivation for playing.
Woman swinging golf club at an indoor simulator
Golf is more accessible than ever, with a growing number of programs, initiatives, and pathways designed to help people get involved in the game.
ACCESSIBILITY
Two hands shaking, one with a golf glove
The golf course environment is highly conducive to relationship building with 49% of golf fans being decision-makers at work.
SPORT OF BUSINESS
Hands place a golf ball with 'PROSTATE CANCER UK' on a tee.
Giving back and charitable goodwill have been a cornerstone of golf for years. Golf's charitable impact in the US alone has grown +18% since 2016 to $4.6B.
CHARITABLE
Community & Connection
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