WOMEN’S GOLF IS GETTING SOCIAL

Words: Jess McAlister - Founder & CEO, CATALYST9

In recent years, the fast rise of social media and sports has transformed the way consumers engage with the sport, media, brands, and the athletes themselves. Women's golf is no exception to this trend, especially with golf being the prevailing sport post-Covid lockdowns as a way to be outside and connect with others. 

As social media platforms have surged in popularity, they have reshaped the landscape of women's golf offering new opportunities from the growth of golf influencers, golf media leveraging it for breaking news, and athletes leaning into leveraging it to increase visibility and showcase their personalities. Social media has enhanced the sport's overall social profile allowing increased tournament and sponsorship visibility, reach diversified audiences and overall fan development.

There has never been a greater opportunity for representation of women’s golf than there is today, thanks to social media. Key platforms like Instagram and TikTok have always allowed and provided opportunities to drive brand building, consumer connection, and overall brand equity across all sectors: the athlete, the influencer, the celebrity, media, leagues and operators, and the brands themselves. Not until recently have professional female athletes started taking social media seriously when it comes to communicating with their fanbase, sharing their wins or highlighting the BTS of Tour life, transcending media barriers and owning their voice and narrative to the global audience. That said, there are a handful of people, and women in the golf space who have been leveraging these platforms for years; enter the golf influencer. Traditionally having a bad rep in the golf industry, those who are reluctant to accept don’t realize the true value these influential voices hold with the consumer and fan, brands, their ability to drive calls to action and more. The athlete represents validity, high performance, and the God factor; however, the influencer(s) are real, relatable at various levels, consistent with content output and connection with the golf fan and consumer, and drive sales. 

As someone who helped catapult the influencer economy in golf, it’s become a bit challenging to truly define the difference between a content creator and an influencer, specifically in golf. Yes, some solely create content to tell stories like touring photographers and videographers we all love and follow, those who have content pillars they’re sharing their stories around, but then you have those who truly influence as well, including golf coaches who have moved the bulk of their business to online, former professional athletes turned media personalities, new golfers documenting their journey, and so on. Golf has proven to be a welcoming sport for all types of people and golfers, as is social media. 

The ability of female golfers of all types to build their brands through social media has also had a significant impact on sponsorship opportunities, endorsement contracts, and brand alignment. Brands increasingly recognise the value of partnering with these golfers and athletes who have a strong online presence and a genuine connection with their audiences. As a result, female golfers have seen a rise in endorsement deals and collaborations with major brands.

Social media presence has become a critical factor for sponsors when selecting athletes to endorse their products. This shift has democratised as well as diversified sponsorship and partnership opportunities, allowing skilled golfers with significant online followings to attract lucrative deals even if they are not at the very top of the leaderboard, in some cases, more so than the tour professionals themselves. 

There are more than a handful of leading ladies on tour who are just now starting to engage an online audience and have shot up in following engagement metrics and opened doors to new and larger sponsorship opportunities with the growth and visibility of the women’s sport. For example, albeit recently retired, Michelle Wie West has used her social media presence to advocate for various causes, including gender equality in sports, supporting her friends on tour, and to talk about her investment portfolio partners. Her posts often highlight her career achievements, community involvement, brand partnerships, and family life, presenting a multifaceted image that resonates with diverse audiences. This approach not only boosts her visibility but also aligns her with broader social movements, enhancing her appeal and relevance across the boom of women’s sports as a whole. 

The rise of social media has had broader implications for the sport of women’s golf as well. Increased visibility of female golfers has contributed to a growing interest in women’s tournaments, leading to higher viewership and foot traffic. As more fans engage with the sport through social media, it creates a positive feedback loop, where increased interest leads to more media coverage and sponsorship opportunities, further fuelling the sport's growth. 

Moreover, social media has enabled the sport to reach new demographics and geographic regions. Platforms like Instagram (Meta), YouTube, and TikTok have made it easier for fans worldwide to access their favorite athletes, their favorite influencers, highlights, instructional content, current trends and events, and live updates. This global reach is crucial for growing the sport and attracting new talent, as young golfers from diverse backgrounds can now follow and be inspired by their idols from anywhere in the world. Not to mention the number of celebrities and other professional athletes who have taken up the sport over the years, influencing further interest and ‘cool factor’ of the sport across various demographics.  

Despite the numerous benefits, the integration of social media into women’s golf also presents challenges. The pressure to maintain a public persona can be demanding for athletes, potentially leading to issues such as online harassment or mental health strain. Balancing the demands of social media with the rigorous training and competition schedule can be challenging, and not all athletes may feel comfortable or adept at managing their online presence. Striking a healthy balance between the two will be imperative for what the future of sports and athlete marketing entails. 

The rise of social media has undoubtedly been a transformative force for women’s golf, offering new golfers, influencers, athletes and players unprecedented opportunities to build their brands, engage with fans, and enhance the sport’s visibility. By leveraging these platforms, female golfers have been able to overcome traditional media barriers, attract sponsorships and further visibility, share their points of view, and inspire a global audience. However, while social media provides valuable tools for growth and engagement, it is essential to address the underlying challenges that still persist to ensure the continued progress and sustainability of women’s golf and support of female athletes. As the sport continues to evolve in the digital age, the intersection of social media and women’s golf will likely play a pivotal role in shaping its future, and I look forward to being a part of it all. 

Image credits:
Shoemaker - hosting Chevron Champ GC, Carlee Shoemaker, Emma Carpenter, Jeff Marsh Charley Hull, Megan Heaton, Nelly Korda , Tessa Sumagui - Tisha Alyn, LouLou Gonzalez, Mia Baker -  AIG Women's Open