New formats for new tigers
As any golf fan will tell you, the US Masters is not played in November. Unless there is a global pandemic. A very different looking Augusta National is hosting the 84th tournament with defending champion Tiger Woods seeking to equal a record 6th Green Jacket held by Jack Nicklaus. On Sunday 14th April 2019, Tiger was in contention and the fairy tale ending came true as he won his 5th Green Jacket and 15th Major title ending a drought of 11 years.
Tiger’s journey up Magnolia Lane over the last 25 years marked a new era in golf and is a good time frame to reflect on what has changed in golf as we enter a hyper-digitalized age. If there is one thing, I have read more frequently during this pandemic it is the effect technology will have on the way we consume, engage and share our future sporting experiences. With, or without a global pandemic. We can look at three key areas of golf: the game itself, the players and the technology.
Like most traditional sports, there has been relatively few changes to the format of professional games we watch and play. The majority of pro golf tournaments are still 72 holes with a field that is reduced by roughly 50% after two days. Yes, there have been some tweaks to the rules, rankings, team competitions and end of season tournaments but most rounds of golf are largely the same format.
In golf, top players’ careers are often longer than most professional sports. Tiger is a living example despite serious injuries, golf can be played from 5 to 85 years, if you want. However, the levels of fitness, coaching and use of technology to achieve better performances has changed significantly. The latest exponent is 27-year-old Bryson DeChambeau and his scientific approach to the game both in terms of golf equipment and his own physical limits. Although, some suggest DeChambeau’s idea to use single-length irons was born out of a visit to the Augusta National Museum which displays a set of clubs used by Bobby Jones in 1930, which were all the same length. An old idea reborn….
Technology has had a significant impact on the production of golf clubs, balls, clothing and on-course accessories such as GPS devices to measure playing data. For golfers of all levels one could argue there has never been a better time to improve your game of golf. Equally, access to golfing content has exploded with websites, social media and applications in addition to media networks broadcasting golf in every format available. The US Masters app is an excellent example for those wanting to follow every shot, score and interview. And, the ‘No laying up’ podcast is popular amongst millions of golfers looking for a different perspective on all things golf.
One of the fastest growing areas in Asia has been golf simulators in response to the demand for a quicker and more convenient round of golf. Leading provider Golfzon facilitated 56 million rounds of golf in 46 countries in 2018. In South Korea, more rounds were played ‘on screen’ than ‘on course’. Demand in Asia led to more than 250 new golf course developments in the US and Asia, although this growth has largely been fueled by the Gen X and Baby Boomers. As Millennials like DeChambeau make their mark on the course, the number of Millennials playing golf in the US has risen to 26%. With 130 million golfers worldwide and a stable golf equipment market of $13.8 billion growing 2% annually from 2019 to 2029, golf needs new initiatives. As the competition to engage and retain golf players increases, organisations are looking towards strategic acquisitions. In November 2019, NBC Sport Group acquired the parent company of Teeoff.com including technology and business solutions to develop its business further in the golf market.
Will the next generation of golf fans and players be attracted to a hyper-digitalized experience based around a format that has hardly changed in 100 years? Unlike the fairy tale ending to the 2019 Masters, it is no longer Tiger versus the player field. It is golf versus esports, MMA, Formula E and Zwift where new tigers are roaming and changes in format is the only constant. How about golf?