Weekly Newsletter 8/30
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INNOVATION IN ACTION
EXPANDING THE UMBRELLA OF GOLF FANS
Golf is undergoing a transformation, both at the professional and amateur levels. For the Pros, the announcement of the LIV Golf Invitational has drawn attention since mid-March. For amateurs, the face of the game has been changing since 2020. The National Golf Foundation reported through Golf Digest an increase of about 500,000 new golfers in 2020 compared to 2019, a 17-year record high. That year also saw the largest percentage increase in beginner golfers and the biggest gain in youth golfers. Besides “core golfers” (more than eight rounds a year), the two other main populations that drove this growth were women and millennials.
As a response to LIV and to cater to this changing fanbase, the PGA’s announcement of the TGL, a technology & fan-focused golf league, is bringing innovation to the forefront. Golf’s rise among new populations can also be credited to a changing culture, especially around inclusion. Stephen Curry’s UNDERRATED Golf, for example, is helping increase opportunities for underrepresented individuals.
So who are golf fans? What else do they like besides a nice day out on the course? We identified golf enthusiasts through their purchasing habits towards related equipment, apparel, and through third-party tee-time booking systems. From a sports lens, we came to the conclusion that there is a strong crossover between golf enthusiasts with football, soccer, and hockey fans.
*Our data comes from a random panel of 10 million credit & debit card holders in the United States. Data portrayed here is from 1/1/2016 through 8/15/2022.
This chart showcases each major sport as its own base, meaning 36% of baseball fans are also golf enthusiasts. TGL seems to know that they have the greatest overlap with football fans (43%), and as a result, setting their broadcast for Monday nights so fans are primed to tune in. Understanding habits of a strong fan base helps TGL drive key decision-making, especially around sponsorship and viewership. There will be a bidding war between networks and OTT platforms to gain these media rights, leading to creative and targeted sponsorship dedicated to the new and existing golf fans. Continuing the example of the football-golf crossover fan, our data shows there can be traction among quick service restaurants & casual dining, athletic, eyewear, & athleisure brands, such as Sunglass Hut and Lululemon.
TGL is also leveraging new technology to appeal to a younger (and growing group) of golf fans, and is also bringing the team sport aspect to golf which may help foster a sense of community among the fans. With a renewed tech-centric focus on the consumer experience, golf is actively transforming into an international leader in fan engagement.
To learn more about the data behind the power of the cross-channel bettor and other fan intelligence insights reach out to our team at info@sportsilab.com
Sports Innovation Lab Events
PEELING BACK THE CURTAIN ON THE FUTURE OF FANDOM
Years ago we introduced the Fluid Fan to the sports industry, and our own President and Co-Founder Josh Walker sat down with Neal Romanek of FEED to share how the future fan is shaping the market. Josh's feature in the latest edition of FEED's Xtreme takes a deep dive into the power of fan intelligence and data. as well as two key emerging sectors of the market, youth sports and sustainability. The sports industry has the ability to not only foster more sustainable practices but set up the younger generations with a path to success. There is plenty of room for our industry to grow and it starts with understanding how valuable the Fluid Fan is to sport
The Fan Project Spotlight
EMPOWERING THE FUTURE ATHLETE
As Serena Williams prepares for what is set to be her final U.S. Open, the sports world is preparing its tributes to the best to ever do it. Gatorade, a long-time sponsor of the 23-time Grand Slam Champion, is changing its iconic G logo to an S in Serena's honor. The campaign to honor the queen of the court launched with an ad voiced by another queen, Beyoncé. It is fitting to have a superstar and cultural icon of similar stature take part in the ad to match the talent and impact Serena has had on not just the sport, but society as a whole. Along with the logo change, Gatorade has provided Serena with a special edition towel and bottle that will accompany her on the court.
If you're ready to create breakthrough fan experiences and connect with the Fluid Fan through technology, visit our website sportsilab.com or email info@sportsilab.com!