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Golf benefits from engagement with a desirable audience - with clear characteristics and established habits.
Golfers and Golf Fans are deemed to constitute a 'desirable' audience - being cross-generational, educated, affluent, and like to travel.
Their purchasing habits align with elite brands. They are willing to spend, highly connected to tech and digital media, and very responsive to sponsorship.
did you know?
67%
of golf fans have purchased luxury/designer clothing in the last 12 months
41%
of golf fans search for products to buy when watching television
19%
Of golf fans are more likely to have responsibility for purchasing products or services
95%
Of golf fans & purchasers notice sponsors at events
Source: GWI Q1-Q4 2022
insights
TRAVEL
More than one-half (51%) of golf fans travel overseas at least twice in a typical year. More than one-third (36%) of golf fans travel medium- or long-haul at least twice in a typical year. 40% of golf fans fly first or business class at least once every six months. Surveyed in November 2021, 8% of golf fans said they had already booked travel for 2022.
TECH
Golf fans are tech-savvy and more likely to buy tech products. 50% of golf fans own an Apple product, 77% of golf fans have a pay-TV subscription, 28% of golf fans use five or more devices to access the internet, and 12% of golf fans own BOSE or Beats by Dre headphones.
Source: GWI Q1-Q4 2021 Source: GWI, Q1-Q4, 2022
Golf fans are the most likely to be in the highest socio-economic grade and the high- or very high- income segments
% in highest socio-economic grade
Source: GWI, Q1-Q4, 2022
Golf fans are the most likely to be in the highest segment of global purchasing power
Source: GWI, Q1-Q4, 2022