The past few years have seen an influx of new golfers to the sport. Thanks to companies like Topgolf, golf has been able to attract more people with unique offerings that are different from the traditional game.
“Topgolf has cutting-edge driving ranges that provide consumers with a traditional driving range experience combined with the flash and entertainment aspects of nightclubs and bars. They take swings while feasting on martinis and chicken wings,” said Robert Chu of CNBC.
This new driving range experience both benefits the company and the sport of golf as it brings more consumers to the sport and consequently more revenue.
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Alongside Topgolf, the PGA TOUR Superstore has also played a role in driving more people to the game. They offer a nontraditional golfing experience by allowing the opportunity to test the same equipment and technology used by the pros on putting greens, simulators, and practice bays.
What does this actually mean for the sport? People now have the chance to try out golf without embarrassing themselves in front of their country club or having to commit to 18 holes.
Consumers can kick back with a few drinks and enjoy the good times with their friends while launching balls on the range or in the simulators. With more people enjoying different avenues of the game, people will grow increasingly interested in the sport as a whole. This increase in golf consumerism could lead to more opportunities for companies to leverage their marketing and sponsorship brand.
With increasing numbers of people showing up to Topgolf and other new ways to enjoy golf, more companies have higher levels of brand exposure, opening the market towards consumers they were unable to reach before.
The ability to draw in millennials and non-golfers has been one of the main drivers of growth in golf over the past few years. With 67% of its customers under the age of 34 and 37% of people being non-golfers, Topgolf has been able to drive a non-traditional crowd to the game of golf.
These new experiences make the game more accessible for fans, millennials, and non-golfers to participate. Overall, with the ongoing growth in golf, we will see more development in sponsorship and advertising, as there is a growing market and great potential.
About the Author: Patrick Shea is a junior at Southern Methodist University majoring in sports management. He hopes to one day work in the field of marketing and sponsorships.