This Case Study details and analyzes how marketing for the PGA has eveloved over the years.

1. Marketing in
Professional
Golf
By:
Ryan Olli, John Purcell,
Wes Purcell, Taylor Bouck

2. Why is Golf Unique?
 Golf is unique in the sporting world
 Golf fans play the sport on a regular basis
 The majority of PGA fans are over the age
of 55
 More than 27% of fans have incomes over
$ 100,000
 Audience is very appealing to marketers
due to affluence.

3. Growth In Golf Participation
 1980’s to 2000 Golfer participation grew
by 50%.
 Big Golf Course boom in the 60’s and 90’s
 Difference in types of courses built
 60’s: More courses were built/ affordable
public courses.
 90’s: Expensive private courses

4. Growth In Golf Participation
Continued
 The 1960’s
 3,803 courses added
 7 million golfers added
 1990’s
 2,641 courses added
 4.4 million player added

5. The State of Golf
 This past summer saw a big decline in fans
 2014 Masters Tournament had lowest
ratings since 1957
 This summer was not the first time golf has
seen a big decline
 Interest has been declining since 2005
 Many reasons for this decline

6. Factors Influencing the
Decline
 Number of golfers plateaued in 2000
 Been slowly declining since
 1.7 million golfers lost in the 2000’s
 492 courses built in the 2000’s

7. Factors Influencing the
Decline
Continued
 Cost to play golf has increased
significantly since 2005
 Loss of a big percentage of fans in the
lower half of the fan base

8. Response to the Decline
 Two initiatives in the 2000’s were started
 Link Up 2 Golf
 Play Golf America
 They didn’t work very well
 Get Golf Ready in 5 Days was started in
response

9. Marketing Efforts in Golf

10. Get Golf Ready in 5 Days
 Initiative to get more adults involved
 Industry-wide adult development
program
 Two main goals
 Bring new golfers into the game
 Bring former golfers back into the game

11. Elements of the Get Golf
Ready in 5 Days Program
 During the five lessons different elements
of the game will be taught
 Golf Skills:
 Setup, grip, swing, playing the situations,
etc.
 Instruction:
 Etiquette, basic rules, safety, keeping score,
etc.

12. Marketing Get Golf Ready
 Reaching the the general public
 On-Site marketing
 Posters, brochures, and materials displayed
at the participating golf clubs
 Off-site Marketing:
 Promote through PGA Tour events
 Commentators talk about it on television
 Commercials on television and radio
 https://www.youtube.com/watch?v=rqCQX4
G3g_M

13. Marketing Get Golf Ready
 Golf lessons have been made financially
feasible.
 Five lessons for 99 dollars.
 This program is accessible to people all
over the country.
 Cooperation and commitment of local
golf clubs have allowed this program to
be easily accessible.

14. Marketing Through Television
 Marketing through the golf channel
 Target specific audience
 Perfect marketing opportunity
 Consumer is unique presenting valuable
opportunity

15. Marketing Through Television
Continued …
 Golf channel markets to their viewers in
two ways
 Using specific brands (Taylor made,
Callaway, etc.)
 Through their programming

17. Marketing Through Luxury
Brands
 With the unique “High Class” audience of
golf marketers have partnered with Luxury
brands
 Easy to reach the target market through
these brands
 Consumers commonly associate these
brands with golf
 Grey Goose, Mercedes, and Ralph Lauren
sponsored this years U.S. Open

18. Marketing Through Corporate
Hospitality Tents
 The PGA is partnered with many
corporate sponsors
 Most have hospitality tents at big
tournaments through MSG promotions
 Great way to give many fans a great
experience
 Example: Bank of America hospitality tent
at the 2014 U.S. Open in Pinehurst

19. Class Trivia

20. Question 1:
 Can anyone name one factor influencing
the decline in golf participation?

21. Answer:
 Cost to play golf has increased significantly since
2005
 Loss of a big percentage of fans in the lower half
of the fan base
 Number of golfers plateaued in 2000
 Been slowly declining since
 1.7 million golfers lost in the 2000’s
 492 courses built in the 2000’s

22. Question 2:
 What type of companies usually partner
with the sport of golf?

23. Answer:
 High Class companies (ex: Grey Goose,
Rolex, Mercedes, Ralph Lauren)

24. Question 3:
 Which major golf tournament had its
lowest rating since 1957?

25. Answer:
 The Masters

26. Question 4:
 Can you name one of the decades in
which the golf course boom occurred?

27. Answer:
 The 60’s and the 90’s

28. Question 5:
 Can anyone name the current #1 golfer
in the world?

29. Answer:
 Rory McIlroy

30. Sources Cited
Birkner, C. (n.d.). Golf and Tennis Still Offer Valuable Niche Marketing Plays, Experts
Say. Retrieved November 3, 2014.
Sales & Marketing (PGA Tour). (n.d.). Retrieved November 5, 2014.
Grow the Game of Golf. (n.d.). Retrieved November 5, 2014
Beditz, J. (n.d.). Golf Participation 2010-2020. Retrieved November 11, 2014.
Smith, M., & Mullen, L. (n.d.). IMG restyles European operations. Sport Business
Journal. Retrieved November 4, 2014, from
https://www.sportsbusinessdaily.com/Journal/Issues/2014/11/10/Marketing-and-
Sponsorship/IMG.aspx