Teeing Up Success: Why Golf Sponsorship in Asia is a Hole-in-One for Brands
Golf has been a beloved sport worldwide for centuries, but in recent years, it has taken on a new level of excitement in Asia-Pacific. As the sport grows rapidly in popularity across the region, golf sponsorship has becoming a popular marketing strategy for brands. In this article, we look at some of the key benefits golf sponsorship can bring and why it is a hole-in-one for brands.
Nelson Quek
Published on June 13th, 2023
In this Insight:
The sport is growing rapidly in popularity across Asia, with more tournaments that attract golf’s biggest names being held, plus an increasingly diverse audience. But it’s not just the players and fans who benefit from this growth in the region. By partnering and being associated with Asia’s golf events, brands can reap significant rewards, from increasing brand exposure to building brand loyalty and driving sales, hence golf sponsorship has becoming a popular marketing strategy for brands to tap into the sport’s allure.
Surging Popularity in Asia-Pacific
Golf is on the up around the world, with Asian countries taking centre stage, and this surge in popularity of golf in Asia-Pacific represents a significant opportunity for brands seeking to increase their market presence and connect with consumers in the region. According to the World Golf Report 2021, two Asian markets – Japan and South Korea, are ranked in second and third in the top five world golf markets, just behind the U.S. A research conducted by Sports Marketing Surveys also shows more than 23.3 million people across Asia played golf in 2020, a 11.5% increase from 20.9 million in 2016.
The region's economic growth and the rise of the middle class have led to an increase in disposable income, which has contributed to the growth of the sport. Additionally, many Asian countries have recognised the potential of golf as a tourist attraction and have invested heavily in the development of golf courses and facilities, making the sport more accessible to a wider range of individuals, including both recreational and professional players. This increased accessibility has contributed to a significant rise in the number of people playing golf across the region, with countries such as China, Korea, Malaysia, and India experiencing some of the highest levels of growth in participation. This sheer volume and size of the market are compelling reasons for brands to consider sponsorship opportunities within the golf sector.
A Captive & Highly-Engaged Audience that is More Diverse & Inclusive
Sponsoring golf events in Asia provides an excellent opportunity for brands to reach a large, captive and highly-engaged audience. Golf in Asia has undergone a significant shift, becoming a sport that is followed and enjoyed by people of all ages, genders, and backgrounds. For example, the Singapore Open, which is a premier golf event in Asia, has attracted a diverse audience of golf enthusiasts from around the world. In 2022, the Singapore Open reached almost 5.2 million TV audience across 44 countries, which shows the significant exposure brands can achieve through sponsorship.
Gone are the days when golf was exclusively a sport for the wealthy and older men. Today, golf events in Asia offer a range of family-oriented activities and attractions that appeal to both avid golf enthusiasts and casual sports fans of all ages, making it an engaging experience. This shift has made the sport more inclusive, with a significant increase in women's participation at all levels. Audiences at golf events tend to be more relaxed and engaged than at other sporting events. This creates a prime opportunity for brands to connect with audiences in a more natural and organic way and provide a positive and memorable experience.
Meaningful Partnerships that Build Positive Brand Image & Reputation
Sponsoring golf events can be an effective way for companies to showcase their commitment to values such as diversity, inclusivity, social responsibility, and sustainability. Many golf events in Asia support initiatives such as charities or junior golfers development programs, providing brands with opportunities to make a positive impact on the local communities and create meaningful partnerships.
For example, the Singapore Open is one tournament that spearheads the push for more sustainable events. Through their Green Agenda programme, the event actively promotes sustainability initiatives and eco-friendly practices on the course, such as using recycled materials and reusable water bottles, and ensures the tournament is delivered with minimal environmental impact. A brand that prioritises sustainability as a business value could partner with an event such as the Singapore Open so as to showcase its commitment.
Additionally, by aligning with the values of golf – integrity, respect, and sportsmanship, brands can build trust with potential customers and differentiate themselves from competitors. Moreover, golf events attract a diverse audience of people who share a passion for the sport, regardless of age, gender, or social background. By engaging with this audience, brands can increase their reach and build brand awareness.
Overall, sponsoring golf events can be an effective strategy for showcasing a brand's values, creating meaningful partnerships, building trust with potential customers, and increasing brand awareness. By aligning with the values of golf and supporting initiatives that drive positive change, brands can differentiate themselves from competitors and make a positive impact on the world.
Golf is gaining popularity in Asia, making it a prime opportunity for brands to sponsor events and connect with a diverse, engaged audience. By aligning themselves with a sport known for its values of integrity and respect, brands can build a positive brand image and enhance their reputation.
The Singapore Open is a premier golf event that attracts a global audience and offers family-oriented activities. Brands can consider partnership opportunities with the Singapore Open to tap into the growing market and showcase their commitment to diversity and inclusivity.
Find out more about sponsorship opportunities for the Singapore Open
