Golf is hot in Australia right now, with record amounts of people playing the sport according to the latest Golf Australia participation report.

This growth – 19% over five years – as well as the burgeoning profile of the professional game represents a great commercial opportunity for those in and around the sport. But just what does an Australian golf fan look like and how to marketers deepen their bond with the sport?

GSIQ has surveyed golf fans to answer these questions. Here’s what our results told us about fans of the sport.

The demographics of an Australian golf fan

In news that won’t shock many sports observers, Aussie golf fans are more likely to be older men compared to the general population. Three-quarters of followers are male and more than a quarter (27%) are in the 65-74 bracket. But it doesn’t follow that golf is just for older Australians. In fact, almost a third of golf fans (29%) are under the age of 34 and more than half (53%) are under the age of 54.

Their geographical distribution across Australia closely matches the population across the country, and only in Tasmania are golf fans under-represented compared to the general population. They also closely follow the general population when it comes to occupation type and income.

How do Australian golf fans engage with the sport?

As part of our study we took a look at all the ways golf fans engage with the sport.

Fans are most likely to follow news about the sport on a weekly basis, with two in five (39%) telling us as much. Only 7% said they rarely or never look out for news or updates on the sport.

A greater proportion (32%) say that they rarely or never PLAY the sport – but that means that two-thirds of golf fans swing their clubs regularly. A plurality (24%) say they play occasionally but 45% are out on the course at least monthly, with 29% saying they play on a weekly basis. Two-fifths of golf fans (42%) also told us that they play in competitions of one kind or another at least occasionally. That means that Australians are more likely to compete in the sport than they are in any other.

What’s more golf fans are also amongst the most likely to go and watch their sport. Two-fifths (41%) said they have attended at least one event in person, with only soccer attracting a higher proportion to live games.

They are also likely to follow from home – three in five (62%) will stream or watch golf on TV at least monthly.

How do you deepen the engagement of Australian golf fans

With golf on the up, the sport’s marketers will want to understand how to deepen fans’ engagement and offer opportunities that truly appeal to them and their families. Our survey reveals some of the answers.

The most common answer when we asked respondents how they typically discover new experiences and activities was social media (70%). Requests by children (40%) was also high up there, along with recommendations from family and friends (41%). Local advertising is also relatively effective (31%).

Compared to the general population, cost is less of a factor for golf fans when it comes to considering a family activity, even it remains the single biggest concern. An event’s educational value is twice as important to golf fans compared to the wider public (30% vs. 14%), while convenience, entertainment value and proximity are all second-order factors.

When it comes to barriers to participating in family activities – like playing a round or attending a competition – again, budget is less important to our golf fans than to fans of other sports, even if it remains a first-order barrier, up there with time and scheduling. And what are golf fans looking for from activities – making memories and family bonding are the priority.

The good news is that fans of the sport have more leisure time and put aside a bigger budget for leisure than the general population. A third (30%) of them have between 11 and 20 hours free a week, compared to 18% of the general public, while golf fans are around three times as likely to put aside more than $500 a month for leisure pursuits.

Other things that golf fans are disproportionately more likely to do and enjoy compared to the general public? Fine dining, luxury travel, outdoor activities and attending music concerts. A combination of golf and one of these activities is likely to attract the attention of these fans so is something organisers should think about.

In our next piece, we will look at how to move interest in golf further down the purchase funnel. We’ll look at the purchase habits and behaviours of Australian golf fans when it comes to events. Sign up here to make sure you don’t miss it.

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