Golf - UK - March 2007

Table of Contents

• Issues in the Market
• Main issues
• Definition
• Abbreviations
• Market in Brief
• Number of golfers steady at nearly 5 million
• Doing it for the kids
• Media exposure and sponsorship appeal
• A sizeable Potential market
• Time is of the essence
• Internal Market Environment
• Key points:
• Interest remains steady
  • Figure 1: Interest in golf, 2002-06
• Appealing to the youth market
  • Figure 2: Youths aged 7-14 who like best and play golf, 2002-06
• Golf in the media
• Golf on television
  • Figure 3: Television coverage of golf, by channel, 2004 and 2006
• Golf magazines
  • Figure 4: Leading golf magazines, by total average net circulation/distribution per issue, January-June 2006
• Geographical imperatives
• Saving the planet from golf
• The role of the pro shop
• Broader Market Environment
• Key points:
• Spending power on the rise, but cost remains a barrier
  • Figure 5: Personal disposable income and consumer expenditure, 2001-11
• More ABs to prove a positive influence
  • Figure 6: Trends in population, by socio-economic group, 2001-11
• Boom in younger twentysomethings predicted
  • Figure 7: Trends in population, by gender and age, 2001-11
• The drive towards healthier lifestyles
• Cash-rich, time-poor
• Competitive Context
• Key points:
• The competition for participants
  • Figure 8: Golf and the other popular participation sports, 2002-06
• The cost of playing
• Making time for the team
• An individual commitment
• Greater competition for general interest
  • Figure 9: The most popular sports, by general level of interest, 2002-06
• A popular choice for the sponsors
  • Figure 10: Most-sponsored sports in the UK (active deals, July-December 2005)
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Size and Forecast
• Key points
• Nearly 5 million golfers in Britain
  • Figure 11: Number of adult golfers in Great Britain, 2001-11
• Membership figures flat since 2001
  • Figure 12: Number of golf club members in Great Britain, 2001-06
• More kids picking up the clubs
  • Figure 13: Number of golfers aged 7-14 in Great Britain, 2002-06
• Factors incorporated in the forecast
• Clubs, Courses and Golf Organisations
• Key points:
• Small-scale expansion since the turn of the decade
• Private members' clubs dominate
• What to do if it' s raining?
  • Figure 14: Facilities at English golf clubs, 2006
• The multiple operators
• Crown Golf
• The Club Company
• Other operators
  • Figure 15: Top ten luxury hotel* operating companies in the UK, 2006
• Selling Golf
• Golf Foundation: committing to youth
• The R&A: looking abroad
• The PGA: basking in Ryder Cup glory
  • Figure 16: Attendance at selected major UK golf events, 2002-06
• England Golf: A central database
• ScottishGolf: from the roots of golf to grass-roots progress
• Who Plays Golf?
• Key points:
• One in ten play the game
  • Figure 17: Participation and interest in golf, 2002-06
• An old man' s sport?
  • Figure 18: Participation and interest in golf, by gender, age and socio-economic group, 2006
• Playing habits and intentions
  • Figure 19: Golf playing habits and intentions, November 2006
• Playing habits and intentions -- demographic analysis
  • Figure 20: Golf playing habits and intentions, by gender, age, socio-economic group, region, daily newspaper readership, household income, presence of children, daily Internet usage, TV reception, supermarket usage, commercial TV viewing and mobile phone provider, November 2006
• Unlocking female potential
• Get ' em while they' re young?
• Golfers and Lapsed Golfers -- Motivations and Obstacles
• Key points:
• Golfers' attitudes towards the game
  • Figure 21: Golfers' attitudes towards golf, November 2006
• One man' s ' stuffy' is another man' s ' exclusive' ...
• ...but Casual Golfers feel it the most
  • Figure 22: Attitudes towards golf, by type of golfer, November 2006
• Golfers -- assessing enthusiasm and resistance
  • Figure 23: Levels of enthusiasm and resistance to golf, November 2006
  • Figure 24: Levels of enthusiasm and resistance to golf, by gender, age, socio-economic group, region, household income, commercial TV viewing, daily Internet usage, daily newspaper readership and supermarket usage, November 2006
• Lapsed Golfers -- why did they stop?
  • Figure 25: Factors that have stopped golfers from playing, November 2006