The Emerging Prominence of Women's Golf: A Prime Opportunity for Brands and Investors

The evolution and expansion of women's golf is undeniably impressive, fueled by recent progress and increased media exposure that have catapulted the sport to unprecedented popularity. In the previous ten years, women's golf has witnessed substantial expansion and a growing fan base. Renowned tournaments on the LPGA Tour and other major championships, have enamored spectators around the globe. As per data from the LPGA, in 2022, cable broadcasts of tour events starting between 7-8 p.m. ET registered a viewership surge of around 12% over the entire season's cable average. The viewership, both on network and cable, increased significantly from the numbers before the pandemic—rising 10% on cable and 17% on network television in comparison to 2019.

This pattern is concurrent with the general trend in women's sports, as highlighted by the Nielsen Sports study titled ‘The Ascendancy of Women’s Sports,. The research, conducted across eight key markets, found that a whopping 84% of sports enthusiasts expressed interest in women's sports, with a balanced audience engagement consisting of 51% males. Additionally, 45% of the total population across these markets indicated their willingness to attend live women's sports events, with 46% desiring to watch more if women's sports were available on free TV. The study underscored the potential for growth by engaging those who currently lack interest in women's sports; 38% of such respondents stated they could become interested with increased exposure. Brands keen on associating with women's sports should pay heed, as three-quarters of those interested in women's sports can identify at least one brand involved. Also, 63% believe brands should support both women's and men's sports, indicating the potential for commercial expansion in women's golf and women's sports overall.

Furthermore, the involvement of women in golf has risen exponentially across all tiers. The National Golf Foundation reports:

The number of female golfers stands at around 6.4 million, an increase from 5.6 million in 2019. This gain of over 800,000 is significantly more than that on the men's side. The pool of female golfers has surged 15%, compared to a 2% increase among male golfers.

This rise in participation signifies the expanding allure and accessibility of women's golf.

Exploring Market Prospects: Data and statistics reveal the vast market potential of women's golf. The purchasing prowess and consumer influence of young women are steering substantial growth in women's sports. A Forbes study disclosed that 84% of young women identify themselves as sports fans, with 63% actively following women's sports. This eager fan base poses a ripe opportunity for businesses to engage with a highly receptive and influential demographic.

The young female generation wields considerable buying power and demonstrates specific buying tendencies, making it a shrewd business strategy to align with women's golf organizations. Studies show that young women influence market trends and brand perceptions. Their purchasing decisions prioritize authenticity, social accountability, and inclusivity. By investing in women's golf, companies can tap into this influential demographic, establishing genuine relationships and cultivating brand loyalty. Supporting women's golf resonates with young women who appreciate companies that promote gender equality, diversity, and empowerment. Associating with women's golf not only provides exposure to a dedicated and engaged fan base but also bolsters the brand's image as a progressive and inclusive entity. It presents a unique chance for companies to build lasting relationships with young female consumers and establish themselves as industry frontrunners in catering to their preferences and values within the context of women's golf.

Moreover, demographic trends underline the international appeal of women's golf. The R&A states that female golf participation hasconsistently risen in various regions, including Asia, Europe, and North America. This growing interest from diverse demographics offers companies a chance to tap into new markets and broaden their brand reach.

Opportunities for Corporate Sponsorship and Branding: Sponsoring women's golf events and players can deliver substantial benefits to companies. By associating their brand with women's golf, companies can bolster their reputation and construct positive brand equity. According to a recent research report from the Women’s Sport Trust, the public is 16% more likely to buy from companies partnering with female sports, compared to 13% involved with men's sports. And 29% view brands that support women's sports through sponsorship more favorably than the 17% that back men's sports.

Several fruitful corporate partnerships exemplify the potential returns from investing in women's golf. For example, the partnership between KPMG and the KPMG Women's PGA Championship has generated brand exposure and positive sentiment for the company. By linking their brand with women's golf, companies can gain visibility and establish enduring connections with consumers.

"Women's golf is on the verge of a transformational era, and I am convinced that what we are observing now is just the start. The scope for growth and advancement in women's golf is enormous, and we are devoted to harnessing its full potential. The talent, passion, and the determination of female golfers inspires me. Our organization is committed to offering them a platform to display their skills and raise the sport to unprecedented levels. Together, we can shape a future where women's golf flourishes and mesmerizes audiences worldwide," remarks Audrey Nesbitt, COO NXXT Golf.

Media Coverage and Visibility: Women's golf has seen a notable increase in media coverage, enhancing its exposure to broader audiences. Traditional media outlets, alongside digital platforms and social media has played a crucial role in promoting women's golf. The expansion of social media platforms, such as Instagram and Twitter, has facilitated direct engagement and content sharing related to women's golf for fans, athletes, and businesses.

This increased media coverage offers companies an opportunity to enhance their visibility and reach a broader customer base. Companies can leverage the captivating narratives and achievements of women golfers to drive audience engagement and generate positive brand associations.

Promoting Diversity and Inclusivity: Women's golf has emerged as a catalyst for advocating diversity and inclusivity within the sport and beyond. Efforts have been initiated to increase access and opportunities for underrepresented groups, including women from varied ethnicities, socio-economic backgrounds, and physical abilities. By supporting women's golf, businesses can contribute to these initiatives and showcase their commitment to diversity and inclusivity.

Additionally, supporting women's golf has a positive societal impact. It helps to dismantle barriers and challenge gender stereotypes in sports. Businesses that invest in women's golf demonstrate their commitment to equality and empower women to pursue their passion and achieve their full potential.

The expansion, popularity, and market potential of women's golf make it a tempting investment opportunity for businesses. From the rise and success of women's golf in tournaments to the expanding market potential and corporate branding opportunities, the case for businesses to invest heavily in women's golf is persuasive. The increased media coverage, role models, and positive societal impact further bolster this case.

Investing in women's golf not only delivers immediate benefits in terms of brand exposure and consumer engagement but also aligns businesses with progressive values and supports diversity and inclusivity. By embracing the potential benefits and opportunities presented by women's golf, businesses can not only profit from a growing market but also benefit from the increased visibility and market potential.

Now is the moment to stake your claim in the future of women's golf. It's more than an investment in a sport; it's an endorsement of the empowerment and recognition of female athletes, and a commitment to fostering a more equal, diverse, and inclusive sporting landscape.

Stuart McKinnon

President & CEO, NXXT Golf