PPB January 2019

The likelihood is that if your client isn’t a golfer, he or she knows someone who is. According to the National Golf Association, some 23.8 million Americans played on a golf course in 2017 and an additional 8.3 million played exclusively at off-course locations, like specialized facilities, driving ranges and indoor simulators. And despite there being some 32 million golfers nationwide in 2017, there were also 14.9 million non-golfers who expressed interest in playing the sport. So, it comes as no surprise that by 2026, according to market research firm FactMR, the international golf apparel market is anticipated to be worth $6.6 billion. No longer just used for sport, golf apparel has become acceptable inmany non-sport settings. The high-performance, breathable fabrics provide comfort on the course— especially during those hot, summer days—and appropriately transition from course to clubhouse. Golf apparel is also known for its moisture-wicking properties and lightweight, flexible feel, offering all- day comfort, not tomention this apparel category has essentially become part of golf culture for some players—think golf fashion icons, like Tiger Woods, Rickie Fowler and Payne Stewart. Aside from clothing and clubs, golfers need other merchandise to be fully prepared for the game. This allows room for creativity, where promotional products companies can take a seemingly common product and offer a golfer’s twist, imprinting their clients’ logos throughout. Options may include rain gear, hand towels, markers, water bottles, socks, shoes, hats, sunglasses and anything else that may enhance performance, such as mosquito repellant, sunscreen and beverage items. Of course, there are the more golf-related items, like golf balls, golfer’s tape, golf gloves, tees, scorecards and golf clubs. And what about the folks who are fans of golf, but aren’t frequent players? You can reach them, too. According to the National Golf Association, the total reach of golf in the United States is 97.6 million people, which consists of 65.5 million who watch and/or read about golf, but don’t play themselves. This is equal to one-fifth of the country’s population, and a pool of clients that may be interested in using promotional products to appeal to this growing consumer market. Golf Is Growing Numbers to Know Source: National Golf Association and the 2016 U.S. Golf Economy Report 6.2 million golfers are young adults, ages 18 to 24 3.6 million golfers are age 65 and older; a number that is anticipated to grow 5.8 million golfers are women, comprising 24 percent of golfers nationwide 4.6 million golfers are non-Caucasian, comprising 19 percent of golfers nationwide 2.5 million golfers played for the first time in 2016 2.7 million golfers are children, ages six to seven; since 2011, there has been a 20 percent increase—or 500,000 more children—who are playing golf | JANUARY 2019 | 15 INNOVATE