The sport of professional golf is trending toward a younger demographic. What was once a sport of affluent, older white men is slowly transcending into a younger, more diverse fan base. This fan base is nearly 100 million strong and growing rapidly. One in 10 of these golf spectators are now between the ages of 18 to 24. Another 34 percent is between 25 and 44. Why the sudden youth movement?
First and foremost, the game is attracting younger players. Need proof? 22-year-old Rory McIlroy and his breakout performance at the 2011 US Open. Bubba Watson and his flair for the dramatic at the 2012 Masters, pink driver and all. The youth movement leader in Rickie Fowler and his association with young, hip brands that include Puma and Red Bull.
So why should brands get involved with golf now and how can brands make the most of their investment with the sport?
Here are three key strategies that golf sponsors should keep in mind: