Golf has become a rising sport nowadays, thanks to Tiger Woods, whose early start in the sport changed misconceptions of golf as senior citizens’ pastime. Today, the sport is widely popular among business executives and young urban professionals, who have the money to spend on the equipment and fees.
With a moneyed and well-heeled demographic, the golfing populace is an enticing market. Consider their spending: In 2002, golfers spent 24.3 billion dollars on equipment and fees, with 19.7 billion dollars going to green fees and dues and the rest on equipment such as clubs, balls, bags, and shoes. The avid golfers, who do more than 25 rounds yearly, even while making up only a quarter of the golfing demographic, still account for more than 60 percent of expenses.
Golfers are also known to spend much on travels. In 2002, 75 percent of the 26.1 billion dollars spending on travel went to hotels, transportation, and food and beverage. Their golfing trips took them to Florida, South Carolina, North Carolina, California, and Arizona, two of which have the most number of golf facilities.
With the potential of the marketing demographic, companies are now starting to integrate golf in their campaigns either through sponsorships of tournaments or promotional items.
Promotional golf items can be used for customer conversion. For example, credit card companies can target specific high-earning males by offering logo-imprinted golf clubs or a discounted membership with a prestigious association.
Specialty sport shops carrying golf merchandise can also throw in some game-inspired promotional items to reward frequent customers. Customized balls, tees, divot repair tools, water bottles, and key chains are just some of the promotional items that one can use for this purpose.
Companies sponsoring golf tournaments can also make use of promotional items as invites. Golf balls, T-shirts, wallets, and other similar promotional items can be sent with the tournaments’ venue and date details in lieu of paper invites.
These mass events, because of their prestige and audience, naturally are good venues for brand building. Golf accessories in the form of personalized mugs, polo shirts, umbrellas, coolers, and other promotional items can be used as giveaways.
Airlines and travel agencies booking these golfing trips can also push their direct-mail efforts with promotional items like tees, key chains, ballpoint pens, and luggage tags.
Promotional items for golf-related events and campaigns need not necessarily be limited to paraphernalia and accessories of the sport.
Hotels, resorts, and golf clubs co-sponsoring these tournaments can use promotional items for marketing purposes. Supply guests with special-edition logo-bearing towels, notepads, pencils, envelopes, stationery sets, mugs, sign pens, and other promotional office and desk items to make their stay pleasant. Table settings can be more personalized with logo-imprinted paper napkins, candle holders, wineglasses, and other promotional houseware items.
Spas and health clubs can also join in brand-building efforts with logo-bearing promotional items such as spa essentials, bath kits, gym bags, soap, and water bottles.
Aside from marketing, these major events are also a good opportunity to sell products or logo-bearing merchandise. Value-added promotional items such as beer mugs, shoe bags, electronic score keepers, head covers, spyglass, umbrellas, gloves, lugagge, insulated containers, and moisture-wicking and antibacterial specialty apparel are good merchandise that golfers would want to take home as mementos.
About the Author:
Celine Benjamin dispenses advice on promotional items , marketing, business, and new media. You can find her at http://blog. Visit for more details.