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State of Play 2020:
HSBC Golf Report
1
Contents
For a PDF copy of this report or Foreword
‘Golf’s 2020 Vision’ please contact:
steve.bradley@hkstrategies.com Current State of Play: 6 Hole Summary
The Olympic Factor
State of Play 2020: HSBC Golf Report
was written by Hill+Knowlton Global Growth
Strategies for HSBC Innovation: The Rise of New Formats
Editorial Team: Steve Bradley Technology and Golf
with James Fenn and Elliot Hardy
Tourism and Environment
2 3
“The (Olympic) “I f we all do our job (the “What we really need “Strong medal-winning
opportunities Olympics) could provide is more Asian golf performances from
presented to golf are a springboard to really role models to inspire Asian golfers in Rio
unprecedented” grow the game that we this part of the (UK) would, hopefully,
could not previously community” persuade governments
Tim Finchem, PGA Tour have envisaged” to embrace the game”
Commissioner Brendon Pyle, The Golf
Martin Slumbers, R&A Foundation Chief Executive Spencer Robinson, AGIF
Chief Executive Chief Communications
Officer
“We are a content and “I can’t say I’m not “Social media totally “At times you feel like
entertainment business disappointed that unlocks the personality you’re on tour with rock
with golf as our platform” some players have of golfers in a really stars not golfers!”
removed themselves positive way”
Keith Pelley, European Tour from consideration Padraig Harrington,
Commissioner for Olympic selection. Alex Trickett, Double Open Champion
Those who have decided Twitter UK Head of Sport
to pass will be missing
the opportunity
of a lifetime”
Peter Dawson, IGF
President
4 5
“Golf has digitalised “When the LPGA began “There’s potential for “Slow play is the bane
significantly in the last putting players’ twitter video games to have of our sport both
four year” handles on the caddie real practical use in the professionally and
bibs, many felt we had world of golf” otherwise”
Mikko Manerus, Golf lost our minds”
GameBook Co-Founder Martin Robinson, Darren Clarke, European
and CEO Mike Whan, LPGA Eurogamer Features Ryder Cup Captain
Commissioner and Reviews Editor
“TopGolf is an amazing “The biggest (Olympic) “Sustainability is a new
concept for golf” effect is likely to be on imperative for all sectors
the women’s game” and businesses, and
Melissa Reid, Five-time we’re now seeing golf
LET winner Andrew Curry, The Futures step forward to lead the
Company Director field in sport”
Jonathan Smith, Golf
Environment Organization
Chief Executive
6 7
Foreword
by Giles Morgan, HSBC Global Head
of Sponsorship and Events
Four years ago we commissioned a report and experts from the world of grass roots
called ‘Golf’s 2020 Vision’. We wanted development, broadcast, social media,
to see where the game might be at the gaming and sustainability. Welcome to
turn of the next decade. We spoke to State of Play 2020: The HSBC Report.
players and leading industry experts who
consistently spoke of a sport in a state of As was the case in 2012, it’s an Olympic
transition fuelled by a positive momentum year. But the fundamental difference is
of change. Key headlines from the report that after an absence of 112 years, 2016
included a growing Asian presence at the sees golf return to arguably the biggest
top table of world golf, greater innovation sporting stage of them all. The last time
and a younger, more accessible game. golf was at the Olympics the New York
City subway hadn’t opened, the ink was
Now, as we reach the “halfway house” still drying on the Entente Cordiale and
between our original report in 2012 and public radio was yet to hit the airwaves.
our projected vision of 2020, we have More than a century later, many of
revisited our initial findings and asked those closest to the game believe women’s game, arguably golf has never allowed shorts for practice and pro-am
some of the most influential people in Olympic status represents a watershed been a more attractive proposition for rounds; it was here that our winner Rickie
golf to give us their view on the progress moment for golf. a time poor, young audience bombarded Fowler sported a pair of orange and white
made over the last four years and their by a myriad of choices. Now is the high-tops and it was here that 22-year-old
predictions for the future. We have In terms of profile and participation, time to engage them. Standing still is rookie Bryson DeChambeau surprised
spoken to players, governing bodies fame and funding, Rio 2016 can be not an option. the golfing world whilst doffing his cap –
a tipping point for golf. We are at the literally – to his golfing hero Ben Hogan.
brow of the hill. On the other side is It’s heartening that there’s a great desire
a land of opportunity. But there are for change within the game – that’s clear It’s this unique cocktail of the old and the
many challenges ahead and there is from the insights you are about to read. new that makes golf such a compelling
much work to do. As we all know, a great As a long term sponsor of this wonderful proposition in 2016. A sport steeped in
opportunity can become a great challenge sport, we are hugely passionate about tradition but energised by change. For
if not acted upon and the time to act is golf and are proud to have opened up the last two years we’ve been running a
now. As stakeholders in the game, it new territories and tournaments; in campaign called Anyone’s Game. As Rio
is our collective responsibility to grab the last thirteen years we have been 2016 appears on the sporting horizon,
this opportunity with both hands – with involved in more than 50 tournaments and today, more than ever before, golf is in
The Open, Rio 2016 and the Ryder Cup brought world class golf events to China, a position to deliver on that promise.
in successive months we may never Singapore and Abu Dhabi. In truth, it
get a better chance. And with a golden was events in the UAE capital earlier this
generation of talented young golfers year that sparked the idea for this report;
dominating both the men’s and the it was here that the European Tour first
8 9
Current State of Play:
6 Hole Summary
Olympic status can change the game despite
concerns. Emerging golfing nations campaigned for
Olympic status; now those nations are set to benefit
through increased funding and exposure.
Zika virus, player withdrawals and More immersive viewing experiences
formatting concerns are clouds on the are taking us closer to the action.
Rio horizon but the opportunity is too big TV viewing is a richer experience
to miss. The Olympics can give the sport with bigger screens and HD now
a more athletic image and double Open commonplace. Sports coverage is being
Champion Padraig Harrington believes redesigned to maximise the visual
the world’s biggest sporting event can experience with tech solutions originally
become golf’s “fifth major”over time. created for professional sports coaches
now in the hands of the viewing public.
Asian golf is on the charge but
barriers remain. The men’s game in Social media has been We need new formats now. The days Sustainability is a challenge and an
Asia is “catching up” with the women’s transformational for golf. From high- of the five hour round are numbered opportunity. Golf has to provide more
game where six of the world’s Top 10 tops to holiday high jinks, fashion shoots – new formats are a necessity not an value to people and nature, and raise its
hail from the region. New Asian stars to favourite bands, a golden generation option. The good news is that short forms positive profile in doing so. There’s an
like Hideki Matsuyama, Haotong Li and of young golfers are sharing their of the game are now being embraced increasing drive towards greater efficiency
Ariya Jutanugarn are inspiring the next experiences on and off the course with from the top down; whether it’s The and collaboration.
generation but cost, accessibility and an audience of millions. Incredible to think R&A’s new nine-hole competition,
facilities are still barriers to entry across that the words “social media” were used TopGolf with a burger and a beer or high
Asia. China could be the main beneficiary only once in our report four years ago. speed SPRINT6GOLF, short form golf is
of Olympic status. now very much part of the game.
10 11
The Olympic Factor Fast forward four years and it’s fair to
say that golf’s embrace of the Olympic
opportunity is more a limp handshake
South Korea’s Byeong Hun An and India’s
Anirban Lahiri are flying high in the world
rankings and can’t wait to get started.
than a fulsome bear hug. Let’s face it, It’s typical of the attitude of the
there are a number of troubling blots on developing golfing markets as Peter
the Rio landscape – Zika virus, player Dawson, President of the International
withdrawals, scheduling concerns and Golf Federation (IGF), explains:
question marks over format. Rory McIlroy “The Olympics has the potential to
One hundred and twelve years is a long time. and Jason Day are the latest players to give our sport a huge fillip. It was the
pull out over Zika, joining Marc Leishman smaller nations – in golfing terms – that
When golf last appeared in the Olympics at St. Louis and Vijay Singh; Adam Scott cited campaigned for the International Golf
in 1904, just two nations (the United States and scheduling issues; Graeme McDowell Federation to drive for golf’s return to the
is, understandably, taking time out for programme of Olympic sports. They said
Canada) were represented in the two competitions: the birth of his second child and South it would dramatically increase exposure of
men’s team and individual. Half a dozen 10-man African pair Louis Oosthuizen and Charl
Schwartzel will also be missing. Will this
golf in their countries, make governments
more supportive of our sport and lead to
teams originally entered the golf at Glen Echo Country lead to a domino effect of more players greater funding.
pulling out? Possibly.
Club although only two actually turned up and a third “In short, it would provide by far the best
team was hastily assembled. But – and it’s a big but – there is huge ‘grow the game’ opportunity available
enthusiasm from some of golf’s biggest to us at a time when participation was
names in the US and Europe; the likes passing its peak in mature golf markets.
United States squads took Gold, Silver on four continents and to be included of Bubba Watson, Matt Kuchar, Henrik I’m delighted that after much hard work
and Bronze in the team format while in a number of regional multi-sports Stenson, Justin Rose, Sergio Garcia, we were able to convince the IOC of
the individual match play event was tournaments. But just being included in Padraig Harrington and Martin Kaymer golf’s merits, culminating in a ‘yes’ vote
won by a 46-year-old former cricketer, Rio is not the full scope of golf’s ambition. are all big fans as are many players in Copenhagen in 2009. Even ahead of
Canadian George Lyon (Extract from from the less traditional golfing nations. the Rio Games we are already seeing the
“Golf and the Olympic Games” by Bill When interviewed in 2012 for ‘Golf’s Which brings us back to Gary Player’s positive impact in many countries around
Mallon – International Society of Olympic 2020 Vision’, golf legend Gary Player said: new, emerging markets. To name two, the world.”
Historians).
“I am thrilled that golf
Lyon actually walked on his hands to
receive his prize and it’s fair to say that will be included in the
a century on, the sport of golf has been Olympics once again.
turned on its head. At Rio 2016 at least
30 countries, from all five continents, are The exposure will be a
expected to be represented in both men’s
and women’s competitions.
great catalyst for growth
and development around
Joining the biggest show in sport is
an achievement in itself. To qualify for the world, especially in
the Games, sports need to be played new, emerging markets”
competitively in at least 75 countries
12 13
in 170+ countries each week. Thus, if We will have to wait to see what the
we can gain new fans, we are all prepared true impact is in future years, but this
to continue to provide them golf all year certainly has the potential to be one of the
long. At the LPGA, we believe that many most impactful developments in recent
fans will be amazed by the athleticism, memory for the sport.
talent and charisma of our players. If fans
like what they see, we’ll be on-air in 170 “While golf is played globally, the
countries the week after Rio.” Olympics will provide unprecedented
worldwide exposure and opportunities
Of course, there will be some key names for the game and its athletes. No sporting
missing in Rio and golf’s administrators’ event receives more coverage than the
hopes are tempered slightly by the Summer Olympics. With such a massive
no-shows, as Dawson admits: “I can’t worldwide audience, and male and female
say I’m not disappointed that some golfers representing dozens of countries,
players have removed themselves from many of which are not as developed in the
consideration for Olympic selection” but sport, there is tremendous potential to
he is adamant that they are “missing the create new golf fans.
opportunity of a lifetime”.
“We see the greatest impact
The IGF was founded in 1958 to could be the last chance to watch the Tim Finchem, Commissioner of the occurring in countries that are in the
encourage the international development world’s best golfers for a while; none PGA Tour and IGF board member, developmental stages of the game
of the game. Recognised by the IOC as of the four majors will be shown live acknowledges player concerns around as it has opened funding sources and
the official international federation for on terrestrial TV in 2017. Zika virus and is providing a regular source program development for both youth and
golf, the IGF comprises 132 federations of information from the IOC, Rio 2016 adults by their respective governments,
from 126 countries. The IGF Olympic Golf R&A Chief Executive Martin Slumbers and, through them, the World Health National Olympic Committees and golf
Committee was created in 2008 to drive echoes this view: “It always amazes me Organization. But he is sure-footed on federations. This, in turn, should lead to
its effort for inclusion in the 2016 Games. at the time of the Olympics how many the prize awaiting golf: “The Olympics further investment and sponsorship of
different sports I watch and really enjoy are the ultimate stage in sports to help golf programs and organisations to help
“Just think how many and I feel golf will benefit from that. Golf’s foster growth of interest and participation foster the Olympic dream.
TV partners have done an excellent job in on a global basis. Consider, for instance,
sports we watch only increasing reach but the Olympics allows that the global television audience for the “What’s interesting is that when the
when they are televised this to move to a different level with London Olympics in 2012 was 3.6 billion, bid process began, the world’s leading
potentially billions tuning in to watch golf. with an estimated 1 billion watching the players at that time were very supportive
as part of the Olympic The Olympics gives a completely new Opening Ceremony alone. Coverage of and were tremendously helpful in
Games,” dimension and if we all do our job it could
provide a springboard to really grow the
the golf competition in Rio will reach
an enormous worldwide audience and
securing golf’s approval by the IOC.
Since that time, we’ve seen an entire
says Dawson, who retired as Chief game that we could not previously have expose the sport in a new light. wave of terrific young talent emerge and
Executive of the R&A in 2015. “In the envisaged.” become prominent figures on the world’s
same way, golf will be watched for the “There is no bigger single sports stage golf stage.”
first time by many millions of people from LPGA Commissioner Mike Whan also in the world than the Olympic Games.
countries where our sport is little known. cites the TV factor, saying: “The exciting So the opportunities presented to The young talent Finchem refers to –
This has to have a positive effect on thing for golf, is that unlike many other golf in terms of building interest and Jordan Spieth, Rickie Fowler, Jason Day
participation globally.” It’s worth noting Olympic sports, if casual fans enjoy golf in participation, particularly where it is a and many more – are spearheading a
that for many UK viewers, the Olympics the Olympics, professional golf is televised developing sport, are unprecedented. new era for golf; an era where fashion,
14 15
lifestyle, social media and gruelling could become golf’s fifth major over
training regimes are very much part of time and for certain nations it could be
the game. The latter is something transformational for the game. You could
Dawson is keen to highlight: “Being part certainly make a case for Rio 2016 being
of the Olympics will rightly give golf a the most important moment in golf’s
more athletic image than in the past and recent history and it could act as a tipping
our athletes will be seen alongside those point for the sport in terms of reaching a
from other sports. Time will tell but I new and different audience. It could do
think all this will lead to more players and wonders for participation and funding,
more fans not so much in established golf especially in emerging markets.”
markets but in countries where golf has
real room to grow. This can only be good The financial benefits to golf of Olympic
for the business of golf, be it in rounds inclusion are immediate although hard
played, tourism, equipment, apparel to quantify prior to the Rio Games.
and so on.” Journalist Tim Maitland reports that when
badminton was threatened with delisting
England golfer Melissa Reid, who from the Games in the early 2000s, it was
as a youngster was part of Sir Clive calculated that Olympic status prompted
Woodward’s British Olympic Association investments in badminton exceeding
project, agrees: $100m globally from governments and
National Olympic Committees (NOCs).
“I think the Olympics This money secured badminton’s future
health and development, particularly in
could certainly change emerging markets. TV rights then provide
the image of the sport – further income to a sport – estimated
to be $6m for badminton more than a European Tour Commissioner Keith be the catalyst to stronger government
golf is becoming much decade ago. Pelley concurs: support across Asia: “Strong medal-
more respected as a Initial funding of sports is the spark that “Golf in the Olympics
winning performances from Asian golfers
in Rio would not only be well received
sport in the sense of the lights the fire at grass roots level. As soon
can potentially open and raise the profile of the sport in the
as new and emerging markets start to see region, but would, hopefully, persuade
athleticism. Golf is now progress – particularly in the high-octane up emerging markets governments to embrace the game.
much more regarded glare of an Olympic Games – funding and
as well as funding that
The Olympics can also encourage
participation increases and sports bodies governments and developers to offer
as an athletic sport can progress towards self-sufficiency.
many countries will be a greater number of facilities that
and something like Says Finchem: “As expected, national golf able to unlock because
are accessible. For example, nine-hole
par-three courses, driving ranges and
the Olympics will only federations already have reaped benefits
of their association with pitch-and-putt. It can also encourage
in terms of growth and support within their more Asian businesses to invest in
help that.” own countries as they institute programmes the Games.” sponsorship of golf at both amateur
to develop players with the ultimate hope of and professional level.”
Double Open Champion Padraig developing Olympic golfers. This can only Spencer Robinson, Chief Communications
Harrington is excited by the possibilities be a positive for the long-term interest and Officer at the Asian Golf Industry
of Rio 2016. He said: “The Olympics growth for the sport.” Federation (AGIF), says Rio 2016 can
16 17
The Golf Foundation, the UK charity England, PL4S sees Premier League and aged 29 he is in the prime of his Clearly, Rio 2016 is not without its issues
committed to giving children and young clubs acting as a hub linked to community playing career. When he tied for fifth at – there will be more criticism, there may
people the opportunity to experience golf sports facilities, which in turn are linked to the 2015 PGA Championship it was the be more withdrawals. But the opportunity
and the benefits it has to offer, is already local secondary schools to create satellite best finish by an Indian golfer in a major is clear and the opportunity is potentially
seeing the ‘Olympic Effect’ in action. sports centres. Adds Pyle: and Lahiri became the first Indian golfer transformational; if we don’t grab it, we
Chief Executive Brendon Pyle comments: to play in the Presidents Cup. He is are not only risking the future of golf at
“Well, first of all, the Olympics delivers “We’re working with 20 a genuine contender for an Olympic the Olympics, we are risking the future
huge profile which is great but we know medal in Rio. of golf full stop. Remember the world
from our conversations with The R&A that clubs on Premier League of tennis took some time to warm to its
the developing golf countries or the new 4 Sport projects. We’re Coming from a country of 1.25 billion Olympic return back in 1988 but things
kids on the block are very excited as they people, where the dominant sport is have progressed in a positive direction
can get funding from their government working together to cricket, Lahiri’s potential success in the ever since. Let’s make a flying start to
which could make a real difference.
The R&A funded us to send out two
promote StreetGolf and Rio Olympics could have an enormous
impact on golf participation in his home
this great adventure – it could change
everything.
of our team to Rio to run a StreetGolf it’s been tremendous country. “It would be huge,” Lahiri told
tournament designed to encourage the Golf Channel earlier this year. “How
young people to make innovative use of with our golfers playing many people watch the Olympics in
everyday equipment to make sessions in their respective India? I would say eight or nine out of 10.
different, challenging and enjoyable. How many people watch the Masters?
football strips. It’s all Probably one out of 100. Just in terms
“It’s a great opportunity to deliver a totally
new way of playing golf and taking golf
about cross-promoting of eyeballs, just in terms of popularity, in
terms of just making people aware of the
to the people rather than the people sports and tapping into sport or having the government take a
having to find golf. Not many of these kids stronger initiative to promote the sport,
have ever had this opportunity before. the power of football.” it would be massive.”
We’ve got training camps and a series
of festivals running up to the Rio 2016 Pyle also illustrates how Asian golfers Melissa Reid shares this view: “On the
opening ceremony and we’re hoping that succeeding in the Rio Games could even back of Olympic publicity, sports can get
thousands of kids will get involved before boost golf participation in established a lot of young people wanting to play, not
Rio. Playing golf in a different way and golfing markets such as the UK: “We just young people, any age really. You
taking golf to the people is the beauty of have partnerships with the Youth Sport only have to look at British Cycling. In
what we are doing.” Trust and StreetGames and have been Beijing Team GB dominated the cycling
working with a mosque in Bradford on a and everyone went cycling mad and on
Closer to home, the Olympics is helping Tri-Golf and StreetGolf project. Tri-Golf is the back of it people are still going crazy
The Golf Foundation tell the family golf a mini version of golf designed specifically for cycling. I think when kids see Lydia Ko
story and the organisation is working for young children at infant, primary and being world number one at 17 it is going
with England Golf, Scottish Golf and junior schools and this particular project to inspire them because they’re going to
The R&A on a number of projects. The is great but what we really need is more be saying I’m not 17 for another 10 years,
Golf Foundation is also working with the Asian golf role models to inspire this part that’s what I want to achieve, that’s what
innovative Premier League 4 Sport (PL4S) of the community.” I want to do. I think they can visualize
project, which started in September themselves doing it and I think they can
2009 and has helped over 80,000 young One such role model is India’s Anirban relate much better to say a Lydia Ko than
people get involved in sport in their local Lahiri. Twice a winner on the European an older player.”
community. Run in partnership with Sport Tour in 2015, Lahiri is India’s finest golfer
18 19Global Growth there was only a slight increase amongst
45-55 year olds (3 per cent points) and
55-65 year olds (2 per cent points).
was 27 when he won the 2015 US PGA
Championship and Danny Willett a year
older when he won the green jacket at
Augusta earlier this spring.
18-24 12 Since we published ‘Golf’s 2020 Vision’,
the average age of men’s Major winners
25-34 13 has fallen from 35.75 in 2013, to 28.5 in
According to Mindshare, global interest in golf has 2014 and 27 in 2015. And amateurs are
35-44 11 knocking on the door too. When 22-year-
increased significantly in the last four years. The old Irish amateur Paul Dunne shot a third-
latest data shows that 24 per cent of 18-64 year old 45-54 3 round of 66 to tie for the 54-hole lead at
The Open in 2015, it was the lowest score
adults around the world have an interest in golf, which 55-65 2 ever shot by an amateur in the third round
represents an increase of 9 per cent points in four years. Fig.2 Golf interest 2011-2015,
of the tournament. After that third round
Spieth said: “There will be an amateur
percentage increase by age* who wins a PGA Tour event, possibly
There has also been an increase in the higher amongst women. In the last four even a Major, I think, at some point over
number of the most passionate fans who years there has been an 11 per cent In ‘Golf’s 2020 Vision’ we reported the next decade or so. The amateur game
say they “love” golf, and also an increase point increase in golf interest amongst that there were an estimated 80 million has changed to be more like professional
in the broader group of people who say women, compared with an 8 per cent golfers worldwide playing on close to golf in that there are more tournaments,
they “like” golf. point increase amongst men. If this trend 40,000 courses. The report analysed the better golf courses, harder courses and
continues, golf will soon enjoy a similar changing demographic of players led by better competition. That’s how I felt
2011 gender balance to sports like tennis which playing amateur golf. There’s just no
have traditionally appealed equally to both “a new wave of fear and I think it’s awesome.” Dunne
4 11 men and women. graduated from the University of Alabama
youngsters – across and turned pro after The Open. He is
2015 A note of caution though – the growth many geographies – finding his feet on the European Tour
rate in China has slowed somewhat with this year.
7 17 interest in golf only 6 per cent points sweeping into the game
higher now than four years ago, which is
a similar growth rate to the UK. This trend
and reinventing its Martin Slumbers also feels strongly on
this subject: “At the top of the amateur
Like Golf Love Golf
is perhaps a reflection of the Chinese appeal and ambition” game there is a very strong group of
Fig.1 Golf interest 2011-2015, authorities closing large numbers of golf players. That was shown last year by nine
increase in percentage* courses as part of their crackdown on Back then we highlighted the fact that amateurs qualifying for The Open at St
pursuits which they believe contribute to three of the 2011 Majors had been Andrews and one of them leading after
This growth is being driven by markets corruption and lavish lifestyles. won by men in their twenties (Charl 54 holes. There was also an outstanding
like Brazil and India, where there has been Schwartzel, Keegan Bradley and Rory standard of golf on display at last year’s
a 13 per cent point increase in interest The Mindshare data also suggests that McIlroy). We also predicted that “future Walker Cup and this year’s Curtis Cup.”
during this period. No coincidence that golf fans are getting younger. The growth winners could be younger than this”.
Pune-born Anirban Lahiri is currently in interest amongst 18-24 year olds during Well, four of the last six Major winners Our 2012 report also identified that future
hovering on the edge of the world’s Top this period was 12 per cent points. There have been in their twenties – in 2015 winners “most probably will come from
50. Interest has increased amongst men was a similar increase amongst 25-34 Jordan Spieth won both the Masters and Asia”. There’s no doubt that the Asian
and women, but the rate of growth is year olds and 35-44 year olds. By contrast the US Open at the age of 21, Jason Day challenge is gathering momentum. Just
*Source: Mindshare “Mindreader” 2011 & 2015, Love/Like Golf %, 28 Markets *Source: Mindshare “Mindreader” 2011 & 2015, Love/Like Golf % increase by market
20 21The former R&A supremo is keen to
view Asia as multiple regions because
in countries such as Japan, South Korea,
China and Thailand distinct and dynamic
structures for elite golf have evolved,
much of which feed into the higher level
of competition and greater strength in
depth, cultivated by the European Tour
and in particular, the PGA Tour based in
the United States.
PGA Tour Commissioner Finchem
believes a major Asian presence in the
Top 10 of the men’s game by 2020 is a
“possibility” and has huge confidence
in the region: level; other Asian countries like Thailand
and India are now present at world
“We already know how level and China is on the brink of joining
them, so the diversity of Asian golfers is
prominent the Korean increasing. What’s taking longer are the
look at the Official World Golf Ranking player Ariya Jutanugarn, who claimed golfers are on the LPGA hardest, last steps – reaching the Top 10
in the men’s game where Japan’s Hideki three back-to-back tournaments in May and winning Majors.
Matsuyama and South Korea’s KT Kim on the LPGA Tour, and 23-year-old Haru and we are seeing more
and Byeong Hun An have risen high into
the Top 50; and on the European Tour
Nomura from Japan, who has won twice
on the LPGA Tour this season. World
outstanding talent Asian golf is clearly on an upward curve.
When the original ‘2020 Vision’ report
China’s 20-year-old Haotong Li made a number one Lydia Ko, who is 19, also has emerging on the men’s was published in July 2012, there were
significant breakthrough, winning the Asian heritage, as the New Zealander was seven Asian golfers ranked in the Top 100
Volvo China Open in May just months South Korea-born. tours. And not just from of the Official World Golf Ranking (four
after finishing in a tie for 7th at WGC- the mainstays of Japan from South Korea and three from Japan).
HSBC Champions in Shanghai, the Dawson observes: “We are blessed with Four years on, at the end of June 2016
highest finish ever by a China-born player a wonderful crop of exciting new young and Korea. We are seeing there were 10 Asian players in the Top
in a PGA TOUR event. Jeunghun Wang
from South Korea is also just 20 and in
talent coming through and making their
mark on the game at the highest level.
more and more players 100 (four from South Korea, three from
Japan, two from Thailand and one from
the same month Haotong Li was busy This is particularly so in women’s golf competing at a high India). The next Asian country likely to
winning in China, he announced his arrival where we are seeing players coming to break into the world’s Top 100 is China,
on the world stage with back-to-back the fore seemingly at younger ages each level from countries like which had two players ranked between
victories at the AfrAsia Bank Mauritius year. The top Asian players are growing Thailand, India, Malaysia, 100-150 at the end of June (Wu Ashun
Open and Trophee Hassan II. stronger every year and already dominate at 129 and Haotong Li at 138).
the women’s rankings. I think it is a Taiwan and certainly,
In the women’s game, six of the world’s
current top 10 hail from Asia and coming
mistake to regard Asia as a single region
but collectively the players from Asian
China.” Martin Slumbers thinks this could be
China’s time: “China golf may hopefully
through the ranks are 20-year-old Thai countries in the men’s game will, I’m Results over the past 20 years illustrate be the biggest benefactor of our game
sure, continue their progress.” that South Korea has overtaken Japan as being in the Olympics. It is, however,
Asia’s leading golf nation at men’s world
22 23Major championship successes. teens or early 20s who we anticipate very expensive high-end facilities towards
Based on the current talent, I would will leave a mark on the golf landscape, more affordable golf leading to greater
expect to see at least two Asians including 19-year-old Zecheng Dou, participation. That said, China is certainly
embedded in the world’s Top 10 by 2020, already a two-time PGA Tour China winner beginning to produce some excellent
most likely Hideki Matsuyama and KT Kim this season. China has a very bright future players and I think golf’s return to the
with Jeunghun Wang, Byeong Hun An, as more and more young people gravitate Olympic Games has played a strong part
Kiradech Aphibarnrat and Gavin Green to the sport.” in this.”
among those breaking into the elite Top
20. As for China, well, it can go all the Golf as a sport has not always received European Ryder Cup captain Darren
way; as we’ve said over the past decade, support from the Chinese government and Clarke is excited by the growth of the
it’s not a matter of ‘if’, simply a case of in recent years Chinese law has forbidden game in Asia. He said: “The game in
‘when’. HSBC’s long-term investment in the construction of golf courses. “Golf’s Asia is getting stronger and stronger.
junior golf in China is now starting to bear progress in China has stalled somewhat You’ve got players Hideki Matsuyama
fruit with graduates of that programme with the well-publicised course closures, and Byeong Hun An plus Anirban Lahiri
increasingly springing to the fore.” the embargo on new construction and from India. You know they have some
the negativity from Central Government wonderful facilities over there that are
towards certain aspects of the game,” getting more people interested and you
a country which needs many more public “While PGA Tour states Dawson. “Much of this appears can only see them getting better and
facilities to reach the broader population to be easing now and I hope and believe better and producing more and more great
and we are delighted to help the CGA in China is only a couple that our game will resume its upward players. And Asia dominates the ladies’
any way we can to help them grow the of years old, it already path. In my view, for golf to flourish in game as well.
game and develop talent.” China there must be a move away from
is producing some
Keith Pelley agrees and thinks China
“can go as far in the game as it wants
outstanding young
to” whilst triple Major winner Padraig players who are moving
Harrington says: “Asia is a huge golfing
story waiting to happen and China is the on to the Web.com Tour,”
headline. The progress made in the Asia
region has been phenomenal and I fully adds Finchem. The Web.com Tour is the
expect this to continue. I expect to see primary developmental tour to the main
Asian players in the world Top 10 sooner PGA Tour in the United States, feeding
rather than later. As more Asian players 50 golfers to the PGA Tour each season.
break through, more will follow and we’ll
see a domino effect of Asian talent taking “China is a perfect example of a country
their seat at the top table of world golf.” that undoubtedly will benefit from golf
being an Olympic sport, as resources are
“We’re edging ever closer,” says Spencer provided to develop players and potential
Robinson. “Expect to see a greater Asian Olympians. The PGA Tour China Series
representation in the Top 20 in the Official is certainly helping prepare these players.
World Golf Ranking in the coming years There are [golfers] from China still in their
– that ought to then be converted into
24 25“China has a heightened interest in the In 2012, HSBC’s ‘Golf 2020 Vision’
game and those young kids like Haotong report stated,
Li and Jin Cheng are amongst a crop of
very good young Chinese golfers who all “The emerging strength of
want to get out and show how good they
are. You know China is very regimented young Asian players in the
in its pursuit of success and gold medals game mirrors the broader
and you know those kids would have
been training very hard from a young age shift in participation and
and it’s good to see all that hard work
paying off for them as individuals as well.”
investment from West
to East”
Melissa Reid echoes this, saying: “I think
the next country to break through will be The report highlighted the fact that
China. They’ve already got some fantastic although some European markets
girls coming through like Xiyu Lin – she is (specifically Germany, the Netherlands
the loveliest girl and she is just the start and the Czech Republic) were
of a culture coming through who are going experiencing growth in participation, the The same report revealed that Asia has education and certification on their
to be hugely dominating, not just in the overall trend in Europe was heading the the most number of golf courses under doorsteps. A series of seminars and field
women’s game but in the men’s game other way. The report revealed the “sharp construction with more than 200 of a days was attended by eight different
as well. We’ve seen a couple of guys contrast to the boom in Asia, where the total of nearly 700 projects underway Asian countries and earlier this year the
winning already from China and it’s quite growing middle class is taking to golf in worldwide. Spencer Robinson from inaugural Business Management Institute
a new sport in China so I think in five or increasing numbers, as a leisure pursuit the Asian Golf Industry Federation course in the region was attended by
ten years’ time you’re going to see and as a sign of status”. It highlighted the pinpoints a remarkable success story delegates from China, Indonesia, Macau,
huge dominance by the Chinese players. fact that between 2010 and 2020, Asia developing in the region: “Vietnam has Malaysia and Singapore.
I would not be surprised if you saw a Major is expected to double its share of global established itself as the most active
winner on the men’s side from China.” middle class consumption to 42 per cent. nation in the world in terms of golf course But there are challenges, as Robinson
construction. As of early 2016, there were explains: “The same obstacles to
The pipeline is certainly strong. For Four years on it’s clear that interest levels 35 courses open for play. At least another expansion remain in Asia – too expensive,
example, the CGA-HSBC China Junior are running higher than ever in Asia. dozen are in the construction phase while too inaccessible, too few public facilities.
Golf Program recently clocked up its The World Golf report published by approval has been given for a further 20 Also, golf needs to come up with shorter
tenth year. A sustainable long-term Repucom, a Nielsen Company, in 2015 courses. The Vietnamese government forms of the game that will attract the
structure and framework upon which the analysed interest by market and found that has identified golf as a pillar of its tourism younger generation. In land-scarce Hong
future of Chinese golf is being built, the five of the world’s Top 10 markets were drive and is supportive of the investments Kong, meanwhile, there continues to be
program has seen the likes of Haotong in Asia (South Korea, Thailand, Singapore, in grand new golfing resorts around the scrutiny of the golf courses and debates
Li, Guan Tianlang and Jin Cheng progress Japan and Malaysia) and in terms of the country and high profile professional as to whether new housing developments
through its ranks in recent years; it has number of people Asia accounted for three tournaments.” would better serve a larger proportion of
put golf clubs in the hands of more than of the Top 5 globally (China 54.7m, Japan the population.
80,000 children and provided a platform 20.5m, Thailand 16.9m). It’s significant Other notable progress in Asia includes
for young, elite talent. HSBC recently that the European Tour recently opened the efforts of the Asian Golf Industry “With the exception of Vietnam, golf
renewed the partnership for another five an office in Seoul as part of its ambition Federation to provide a platform for golf course construction has virtually ground
years and hopes are high that there is to help develop Korean golf. course superintendents and general to a halt while the number of people
much more to come. managers to receive globally-recognised playing the game has not risen at the
26 27regular coaching, 10,000 to be regular Last year, 35,000 young people took
players and 5,000 to become affiliated part in school golf competitions as part
members of golf clubs every year.” of HSBC Golf Roots. And twelve months
ago HSBC teamed up with The Golf
Slumbers points out the importance of Foundation and ClubGolf Scotland to
these first steps, saying: launch HSBC Hour at The Open at St
Andrews. The initiative offered an hour
“The future of any sport of free golf to children and families at
almost 300 golf clubs all over the UK and
is driven by young boys served as a timely introduction to the
and girls wanting to sport during the week of The Open. This
year sees HSBC Hour extended to China,
play. I am constantly Hong Kong, Singapore and UAE as the
saying that I feel it very initiative goes global with support from
Rickie Fowler, Padraig Harrington and
important that we are Darren Clarke.
modern and relevant to
today’s society.”
Of course, it’s not just a young person’s
game – though golf’s global leaderboard
rate that many had anticipated. In China, Martin Slumbers has this to say: may suggest otherwise. Golf Business
confusion and anger has reigned at the “From our work in the region in helping News recently reported the story of
bulldozing of more than 60 courses to develop the game what I see as one 94-year-old Norfolk golfer Geoffrey
across the country. Frustration remains of the biggest needs is to promote more Crosskill setting a new Guinness World
at the lack of firm guidelines from the public golfing facilities and coaching so Record as the longest serving golf club
government as to what constitutes a as to reach the broader population. This member. He joined Eaton Golf Club,
‘legal course’ or which documents and is something The R&A has helped with Norwich, in 1934 and has been a member
approvals are required by a developer to in the past and it is high on my agenda continuously for more than 82 years.
proceed with golf course construction. for Asia in the coming years.” Remarkably, he’s not the oldest golfer
Until these grey areas are cleared up, at the club – that honour goes to Harry
uncertainty will remain – and the building In the UK, The Golf Foundation has seen Moorhouse who is 99 years young.
of new courses will slow to a trickle. some positive momentum. Explains
However, it could be argued, this is Pyle: “We’ve tracked our progress over The long term health of the game,
not necessarily a bad scenario with a the last three years and of all our Key however, rests in the hands of
growing school of thought that, given Performance Indicators show an increase. generations to come. Open patron HSBC
the sensitivities of land and water, a In 2015 we saw a 45 per cent increase has a long-standing partnership with The
correction in the number of courses in in membership for our golf programmes Golf Foundation and together they run
China was needed and that future course and in the last 12 months we’ve created a programme called HSBC Golf Roots
construction should be directly linked just over 10,000 new junior golf club which promotes the sport in schools,
to the growth in the number of members. In total, we reached at least helps youngsters into clubs and uses golf
indigenous players.” 500,000 young people each year. By 2018 to promote important life skills such as
we want 50,000 of those to go through honesty and respect.
the gates of a golf club, 25,000 to have
28 29Innovation: The Rise
of New Formats
In ‘Golf’s 2020 Vision’ we reported the following:
“Change has always been part of the game. The golf
course originally had 11 holes, played out and back to
form a 22-hole round. In 1764 the first four holes were
converted to two ‘for the improvement of the links’,
thus reducing the course to 18 holes. Over time, as the
prominence of the Royal and Ancient Golf Club grew,
so 18 holes became the standard for a round.”
What’s encouraging is that the sport’s successful and we are working with the
In 2016 there is one part of the game Finchem says: “The constant question governing bodies are starting to take a Home Nations in England, Scotland, Wales
of golf that simply has to change: speed is how to convert the golf fan into a lead. In our original report we highlighted and Ireland for them to run qualifying
of play. More than ever before, people participant. Time commitment continues that Royal Troon had developed a shorter, events in their clubs that will send winners
are time poor and golf, like many sports, to be a factor and (we need) anything nine-hole version of its ‘Monument’ to the Royal Birkdale in 2017. Pace of play
needs to adapt in order to survive. Think that might appeal to those who are course, called Monument Express. Fast is a really important topic. There is no
of what Twenty20 has done for cricket. concerned about spending too much forward four years and this year’s Open doubt in my mind that excessive time to
It’s a case of now or never; with the time on a golf course.” Championship course is hosting a new play a round has been a burden for our
Olympic opportunity looming, this is short form championship which clearly game in developing interest.”
one crucial shot that golf cannot afford In 2015 The R&A conducted a survey demonstrates The R&A’s support for
to miss. on pace of play which revealed that 60 nine-hole golf. Padraig Harrington welcomes the move,
per cent of golfers would enjoy golf more saying: “We need to make it easier for
In the professional game slow play if it took less time. It also identified that Martin Slumbers picks up the thread: people to play the game and take golf to
continues to be, well, slow. European among 25-44 year-olds who are unhappy “I believe that in today’s society we need them rather than waiting for them to find
Ryder Cup captain Darren Clarke recently with the pace of play, 21 per cent would to embrace a shorter and thus faster form golf. The R&A have just introduced a new
described it as “horrible” and “the bane like to see the playing time reduced by of the game. It is unrealistic to expect all nine-hole competition format and that
of our sport both professionally and as much as one and a half hours, while to be able to commit the time for 18 holes is fantastic news; this kind of innovation
otherwise”. Like many, he would like to 19 per cent said they would welcome the and we must recognise that and provide needs to come from the top and it’s really
see heavier penalties for slow play and opportunity to play nine holes more often options. Evolving our sport is critical. encouraging to see that this is starting to
whilst professionals have to shoulder as an alternative format. The 9 hole challenge pilot at Royal Troon happen.”
their share of responsibility, it’s important this year is to provide the focus on this
to educate players at all levels. As Tim very point. All the signs are that it will be
30 31Peter Dawson had this to say: “We live at The PGA is also committed to new
a time when more and more people seem formats. Tim Finchem said: “I think
to be seeking instant gratification and golf creativity is definitely a factor in
is not like that. It needs hard work and driving participation. I’ll point to a new
application if it is to be enjoyed to the full. relationship that the PGA TOUR and
As a result, we are seeing many initiatives LPGA jointly announced in May with
coming along designed to change the TopGolf, which has identified a formula
game – to make it easier, make it quicker, to bring a fun, totally unique social
make it more instantly appealing and so experience to golf that appeals to golf
on. If these initiatives serve to kindle regulars and novices alike. It’s a way to
interest in golf itself, and I think they will, introduce golf in a non-intimidating way
then they are to be welcomed as helpful at a driving range set-up that offers target-
additions to the hard work going on at oriented competitions, and our shared
club and national level all around the world vision is to transition TopGolf patrons to
to introduce new players young and old traditional golf experiences to help grow
to our game.” participation. But it doesn’t necessarily
The European Tour is also on board. Keith This summer has also seen the launch of have to be traditional in the sense of
Pelley explained: “Look at the recent SPRINT6GOLF, a quicker, shorter format Another recent example is Golf 9 or 18 holes of stroke or match play.”
BMW PGA Championship at Wentworth of golf for players of all ages and abilities. Express which is run by England Golf
for example. We had format innovation SPRINT6GOLF is played over just six and offers the nine-hole round of golf as Melissa Reid is also a fan of TopGolf:
with the Pressure Putt Showdown on holes and utilises a free mobile app with a complete and enjoyable experience that
the Wednesday night featuring our a 30-second shot clock to ensure a is consistent with the traditions of playing “It’s a fantastic concept
professionals alongside stars from other flowing and continuous pace of play. the game. Under the slogan of “All the
sports in a Made-For-TV special and The concept is supported by a number game in half the time”, it hopes to be one – it’s like a driving range
we also had the BMW Shootout on the of governing bodies plus big names from of the solutions to getting more people with targets and you
par three second hole on the Sunday the world of sport such as Gareth Bale, playing through promoting shorter rounds
featuring members of the public once Eddie Jordan and Paul McGinley. that golfers can fit into busy lifestyles in get certain points for
the final group had gone through. We
undertook a Golf Actives Study last Founder Tom Critchley told Golf Business
which two hours is now the span for most
leisure activities.
hitting each target. But
October whose key findings were that News: “The support from the golf there’s also a restaurant
11 million people in UK were ‘active’ in industry was instant, with both England As referenced earlier, both StreetGolf and
golf with that figure featuring 1.3 million Golf and The Golf Foundation keen to see Tri-Golf are playing a part in helping to in there and you can have
youngsters. Their activity comes through us succeed. Both organisations saw that change the game, particularly for those a beer and that to me is
the emergence of new and innovative SPRINT6GOLF addresses many of the starting out on their golfing adventure.
shorter forms of the game such as driving current issues with golf by shortening And The Golf Foundation reports that an amazing concept for
ranges, pitch and putt courses, mini-
golf areas and fun experiences such as
the time required to play and making it
more accessible, thus bringing a whole
40 per cent of counties across England
have adopted the Super Six format,
golf. You can go with your
TopGolf. We have plans in place to roll new generation of fans into the sport and which sees teams of six primary and mates for an hour on a
this study out in several countries across enabling existing golfers to play more secondary school pupils playing six holes
Continental Europe in the near future.” often.” Keith Pelley is also a fan, saying: in 60 minutes. Twenty four players start Saturday afternoon or
“Innovation and having fun are the keys together with players on each tee. a Wednesday evening.”
to broadening golf’s appeal to all ages and
this new format certainly offers both of
those elements.”
32 33Technology and Golf
It’s almost hard to believe that the words “social
media” were used only once in ‘Golf’s 2020 Vision’.
That was four years ago but in terms of the way we
communicate it feels like a lifetime.
Just think of the recent response to the or Graeme McDowell’s emotionally
controversy surrounding the USGA ruling charged Periscope broadcast of Tom
on Dustin Johnson at the US Open – it Watson’s final putt at The Open in near
was all played out on Twitter with Jordan darkness at St Andrews last summer.
Spieth, Rory McIlroy and others making
their opinions felt loud and clear. Millions In 2016 social media gives “the golfer” Just look at the numbers. Rory McIlroy Alex Trickett is Head of Sport at Twitter
of fans were reading this in real-time a direct line to an audience of millions. currently has a following of 2.93m on UK. He said: “Social media totally unlocks
or tuning in to news channels reporting And in 2016 “the golfer” is a very Twitter and 1m on Instagram; Jordan the personality of golfers in a really
on player reaction as part of its live different proposition to the traditional Spieth has 1.53m on Twitter and 959,000 positive way. Twitter has changed almost
coverage. A couple of months earlier stereotype of years gone by. From Rickie on Instagram whilst Rickie Fowler has beyond recognition in the last four years –
Spieth, Rickie Fowler, Justin Thomas and Fowler’s high-tops to Lexi Thompson’s 1.2m Twitter followers and 912,000 on if you think about how people use the 140
Smylie Kaufman effectively took fans on fashion shoots and Rory McIlroy’s gym Instagram. And then there’s Facebook characters compared to four years, it has
holiday with them as they shared regular work-outs, there’s as much action going and Snapchat. In just four years social been completely transformed. Back then
updates from their Bahamas spring break on off the course as there is on it. Padraig media has become a fundamental you expected text, possibly a photo, but
via Snapchat. Golf Digest reporter Mike Harrington captures it well: “I’ve been on cornerstone of the world of golf. now it is a much richer proposition which
Stachura described it as tour for more than 20 years. We had the comes to life in real-time with video,
Tiger years and now we have this new Keith Pelley is clear how important GIFs, lots of photos and polls to gauge
“Entourage crossed with generation of exciting young players who this is: “Guys like Rory and Rickie are the mood of fans, players and rivals. It’s
were influenced by Tiger. It’s their time tremendous for the game of golf. These fair to say that the public now associates
Shell’s Wonderful World now and it’s definitely helping to attract are the guys that the young kids look up much more readily with golfers because
of Golf.” new audiences to the sport – at times you to and aspire to be like in every way – what they do resonates well on Twitter –
feel like you’re on tour with rock stars not from the way they play, the way they ultimately, people follow people. If golfers
Even moments of pure golfing history golfers! Twitter particularly has done a lot conduct themselves on the golf course can share more in their own words and
are given a new dimension through the to change perceptions around golf as fans and in their modern and trendy fashion their own pictures and transport fans to
lens of social media – think PJ Willett’s get to see another side of us and what sense – all of these things are an their world in real-time through Twitter,
endearing narrative on his brother we’re up to off the golf course.” important part of that attraction.” Vine or Periscope that is hugely engaging
Danny’s historic Masters’ win in April as a fan.
34 35You can also read
