Sponsorship is equally crucial for associations, tours and many companies in the golf sector seeking financial support to advance their objectives and visions through corporate sponsorship, partnerships and collaborations. The key for these entities lies in cultivating a strong customer base for the sponsors to engage and hopefully sell their products and services to this qualified―captive audience.

This quest for corporate backing is not exclusive to the golf industry, it extends into other sports leagues, including soccer, baseball, football, and basketball. However, the major difference is, the leadership of these industries know the impact and value of not having their followers merely sit on the sideline as passive fans but they encourage these individuals to actively engage in these sports. Watching Michael Jordan execute his legendary slam dunks, fans transcend mere observation—they project themselves onto the court, replaying those awe-inspiring dunks on their neighborhood courts. In countless offices, executives channel Jordan’s prowess, playfully dunking crumpled paper balls into waste baskets and vicariously living as the basketball maestro for a fleeting, triumphant instant.

Yet, it seems that the potential of player participation occasionally escapes the golf industry leaders’ recognition. Players are the consumers of golf and related products and then transition into fans when they attempt to mimic Tiger Woods’ remarkable drives or Jon Rahm’s impressive putts at their own local courses that they either viewed on TV, the internet, heard on the radio or witnessed at a live event. Passion for these moments doesn’t merely stem from observation but from the aspiration to experience those feats themselves which leads to promoting not only fandom but also product consumption. As an industry, we must focus on encouraging participation beyond mere observation.

Despite the crucial role of growth in the industry, it often only makes a minimal impression on financial summaries, at times barely hitting 0.5%. Such an oversight may skew the distribution of attention and resources to essential sectors. This has been strikingly evident in the mere 0.5% annual increase in new market entrants over the past ten years.

My intention isn’t to point fingers or lay blame, so please don’t misinterpret my message. These institutions are the lifeblood of the sporting world, imbuing it with their rich histories, thrilling entertainment, enlightening educational offerings, and unparalleled prestige. From a pure business perspective, their focus on analytics is perfectly reasonable—after all, numbers never deceive. It makes perfect sense that if tournaments are a key revenue driver, then those in command would astutely channel investments into these lucrative showcases.

Nevertheless, we can no longer ignore the need for growth, and we must invest more of our resources into its manifestation. Ignoring the decline in facilities and waning player numbers spells potential peril for the future prosperity of the sport—as well as for sponsorships and partnerships’ financial returns. The thriving of our industry hinges on continually drawing fresh players and consumers; these are the lifeblood who will support sponsors’ products and services.

We’re at a critical juncture where we need to be visionary leaders, zealously championing growth strategies for our beloved sport. It’s time to engage proactively with the future, sparking excitement and progress today.

To promote golf’s expansion, it is vital that the sport evolves from passive observation to active engagement by enhancing player participation. The GOLF: It’s Everyone’s Game growth initiative emphasizes inclusive participation and offers resources to empower facilities, generate more players, and develop enthusiasts who become consumers and advocates for the industry.

Our industry must now change the focus from mere “fans” to players and invest in an initiative that ensures greater hands-on golf experiences for a wider audience. This is the very strategy that MMC’s GOLF: It’s Everyone’s Game growth initiative champions effectively with proven results. Also, it is important to note, MMC focuses 100% of their attention and resources to the “Growth of the Game” and 100% of their earnings come from the growth of the game. Where focus goes, energy flows. By dedicating all our energies toward a singular ambition, we heighten the likelihood of its achievement.