Industry news
GOLF’S $35 BILLION OPPORTUNITY
WOMEN ACCOUNT FOR JUST 24% OF
GOLFERS WORLDWIDE, YET THE NUMBER OF
PROSPECTIVE FEMALE PLAYERS COULD ADD $35
BILLION TO THE GLOBAL GOLF ECONOMY.
These are the findings of a groundbreaking global study into
female golf participation commissioned by Syngenta and
conducted by an independent international market
research company.
The new report, ‘The Global Economic Value of Increased
Female Participation in Golf’, surveyed 14,000 people in eight
markets in North America, Europe and Asia.
It found that 29% of non-golfing females and lapsed players
were either interested or very interested in taking up golf in
the next two years.
Being outdoors, relaxation and spending time with family
and friends are the primary appeal factors to non-golfers.
It also found that women are 38% more likely than men
to bring children to golf, indicating that increasing female
participation would significantly boost the number of juniors
taking up the game.
Launching the report at the HSBC Golf Business Forum,
Syngenta Global Head of Lawn & Garden Jeff Cox said: “For
the first time, we have been able to assess worldwide latent
demand for golf among women and estimate the potential
economic value to the global golf industry.
“As our survey shows, millions of women worldwide could be
interested in taking up golf within the next two years. This is
a huge opportunity for the golf industry. However, realizing
this opportunity, engaging and then converting prospects,
requires golf to listen to and address the specific needs of its
different customers.”
The report (which is free to download from
www.unlockinggolfstruepotential.co.uk) focuses on three key
research themes:
• The economic value of female golf
• Realising the value of existing female customers and
prospective players
• Women as a catalyst for junior golf
Carin Koch, the 2015 European Solheim Cup Captain and
Syngenta Golf Ambassador said: “As a professional golfer
who has been fortunate to travel around the world, I know
that golf is a game with global appeal to both men and
women. I also know, as a mother of two children, that golf is
a wonderful way to share time with family.
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“One of the most interesting findings for me was that family
responsibilities and cost were the two main reasons women
give up golf, yet spending time with family and friends is
one of the great attractions of golf. If golf could make itself
more female and family friendly, there is both an immediate
and long-term opportunity to retain and attract many more
female golfers and bring their children into the game.”
The survey is part of Syngenta’s ‘Unlocking Golf’s True
Potential Campaign’ and is the first in a series of Global
Customer Insights studies.
Jeff Cox added: “This report is designed to help the global
golf industry understand its customers and build its
value proposition.
“Gender diversity is good for sport – and it is good for
business. It is also something that a modern, globalised
society expects.”
The Golf Marketing Professionals www.golfindustrycentral.com.au