Golf equipment and apparel brands have an opportunity to build on momentum with Generation Z.
Gen Z participation in the sport is way up. Early estimates show that the COVID-19 pandemic may have bumped up the number of junior players (age 6-17) by as much as 20% throughout the summer of 2020.
Perhaps less obvious is the fact that the cultural conversation about golf has become more positive. Our analysis of media coverage of golf indicates a decline in the number of negative articles from the top media outlets. Specifically, the previously routine portrayals of golf as exclusionary and backward, have all but disappeared over the last several months. We think this sunnier media context will make it easier for golf brands to attract brand-savvy teens.
Ultimately, we're optimistic about the prospects to grow lasting brand relationships with the youngest generation of golfers. We hope you find the following recommended marketing strategies useful and inspiring.