Women Fueling Growth In Golf
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Innovation in Action
Golf has done a great job taking over the sports spotlight recently. The LIV vs PGA saga is driving significant viewership (although in favor of the PGA). In addition to more of the traditional golf season updates, the PGA & LPGA announced “a new mixed-team event that will see men and women compete together in a co-sanctioned tournament.” This marks the first time the two tours are coming together for an event since 1999. This news comes on the heels of Netflix releasing Full Swing, an eight-part docuseries following behind the scenes drama and insight on the state of the game.
These two recent activities are huge for the sport. They highlight new ways something as traditional as golf can be innovative and cater to as many new and returning fans as possible. There is growth among the sport and executives are acting quickly to ride this wave. To continue growing the game, professionals in the space need to know which fans are driving growth. Men or women? Older or younger? Casuals or diehards?
Recently we developed a sports fan model to determine if someone in our purchasing data set exhibits stereotypically similar demographic behaviors an average group of a specific demographic would. With this model, we believe with a sense of accuracy how different demographic groups spend relative to each other.
Leveraging these insights, we believe golf growth is being fueled by women. While this research was done independently of past reports we’ve published, such as The Fan Project and The Growth of Women’s Sports, the results are strikingly similar. With the PGA & LPGA creating joint events together, this will only push golf accessibility forward with both men and women.
Our new Women’s Sports Club, powered by Ally, launched at SxSW with a killer panel that featured some of the women leading the charge in women’s sports media and investment.
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! Sign up for our Most Innovative Membership by emailing membersonly@sportsilab.com or visiting mostinnovative.com!