JUPITER, Florida — Golf’s image has gradually improved during the past decade, and the cumulative positivity is significant.
Even today, with golf riding a wave of popularity, only about one of every seven Americans participate in the game. Those who don’t play tend to harbor negative feelings about golf.
Yes, there are more golf courses in the U.S. than Starbucks or McDonald’s, but golf’s ubiquity doesn’t automatically translate to good vibes.
That said, the huge growth in golf beyond the course… and the massive consumption of fun and engaging golf social media content… have profound impact on perceptions of the sport.
Case in point: Do you know how many times Bryson DeChambeau has made a hole-in-one in a professional tournament?
One. On the 16th hole at Augusta National during the final round of the 2019 Masters.
The viral ace the reigning U.S. Open champ made over his house doesn’t count. But it sure does in golf’s bigger picture.
Over the course of 16 days, DeChambeau’s quest to hole out from about 100 yards to a backyard green garnered more than 100 million views on Tik Tok. It gained millions of “likes” on Instagram and spawned a nationwide wave of imitators – in front yards, back yards, and even golf simulators.
The challenge wasn’t about sponsorship, marketing or money. It was about authentic golf-related fun and sharing the chase (and payoff) with millions of golfers and non-golfers.
Recreational golf has undeniably enjoyed a renaissance in the post-pandemic era – with gains in participation, play and engagement – and a key driver has been an increasingly positive narrative surrounding the game. Perceptions of golf and golf’s brand have shifted dramatically over the past decade or so, and social media has helped lead the charge. And change.
Consider that between 70 million and 80 million Americans have shed their negative views of golf over the past 10 years.
It’s safe to say that in 2013, just a few years after the Great Recession, recreational golf was decidedly not as “cool.” Back then, nearly 60% of respondents in NGF’s Perceptions of Golfresearch offered more negative descriptors of golf, from “boring” and “stale” to “pretentious” and “intimidating.” Today, half that many Americans describe golf with the same negativity.
And remember, 85% of the nation’s population doesn’t play golf in any form.
What’s particularly eye-opening about this change-of-hearts-and-minds is the difference between non-golfers who engage with golf on social media versus those who don’t.
While “boring” is among the most common perceptions of golf among the don’t-play group, it’s a different story among non-golfers with golf in their social feeds. Instead, the buzz words among these non-golfers (and potential future customers) are “fun,” “exciting,” “engaging,” and yes… “cool.”
In NGF surveys asking the general public to rate their opinion of golf on a scale of 1 to 10, sentiment over the past year or so runs 30% to 40% higher than prior to the pandemic in 2019.
Golf’s overall reach – the number of people who play, watch or read about the game – has soared beyond 125 million in recent years. Social media has been a key contributor, but the game is also benefiting from an increasingly diverse participant base and wider funnel (with more on-ramps to engage), as well as a heightened focus among many operators in improving the overall experience for consumers, whether at the golf course or away from it.
The game’s most avid ambassadors also continue to enhance its appeal, from celebrities and professional athletes to content creators. Consider that the PGA TOUR formed a new advisory group called the Creator Council consisting of popular content producers to discuss how to reach the next generation of fans.
That said, basking in the euphoria of a well-struck shot is tried-and-true. Just ask the millions who watched a pro golfer celebrate after jarring a wedge shot over his Texas house.
