⛳ Icons of Influence: How LeBron, Drake, and Others Can Drive 'Brand Golf'
The PGAs new investors could bring so much more than money.
Welcome back to the Baller Golf newsletter.
This week it was revealed that LeBron James, Lindsey Vonn, Arnold Schwarzenegger, Chris Pratt and Drake are investors in PGA TOUR Enterprises, which will lead commercial activities for the PGA TOUR.
While the investment is great, I think what is equally important is the impact these cultural icons can have on the awareness and mainstream appeal of golf as a brand.
There is a free version and a paid version of Baller Golf. Both contain words but the paid version has more and goes deeper. I’d appreciate it if you signed up and I’d be over the moon [if] you bought a paid subscription and helped support independent media.
How LeBron, Drake, and Others Can Drive Forward 'Brand Golf'
In a seismic shift that's been brewing in recent years, golf's landscape is experiencing a dynamic injection of modernity and appeal in popular culture.
We’ve seen the rise of YouTube golfers and Influencers, who have amassed bigger audiences than many pro golfers and institutions due to their entertainment-focused content, content that aligns more with today’s expectations. TopGolf has become the Bowling Alley of the 2020s for friends and families to enjoy at the weekends, and fashion brands have latched on to the rise in golf popularity helping to take golf-inspired clothing beyond the country club and into the streets which helps to blur the lines between the sport and everyday lifestyle.
Now, with LeBron James, Vonn, Schwarzenegger, Pratt and Drake stepping in as investors in the PGA, the game is poised for a transformation to rival what we’ve seen with Formula 1 over the last few years.
I worked with a Formula 1 World Champion for three years (2016-2019) so I have watched closely, and the difference in F1 since even then has been a monumental shift, especially in North America. I see the same happening for golf with regard to mainstream appeal.
Steeped in its rich history and tradition, golf has often found itself at a crossroads, torn between preserving its heritage and embracing the winds of change. As we witness the introduction of this new investor group for the PGA, I can't help but wonder: is this the catalyst golf needs to shed its elitist image and evolve into a sport that resonates with a broader, more diverse audience?
The parallels with other sports, such as the NBA, Football (Soccer), and Formula 1, are striking. These sports have mastered the art of blending sport with popular culture and entertainment, captivating not just die-hard fans but also casual observers drawn in by the spectacle of the events and the supporting elements that surround these sports. What sets them apart, is the aura that surrounds their events—the "to be seen at" factor that elevates them beyond mere sporting experiences.
In today's culture, stars from F1, Soccer, and the NBA are not just athletes; they are global cultural icons in high demand across a multitude of experiences, from music events to fashion, film, and TV. Their cool factor extends far beyond the confines of their respective sports, attracting wider audiences and shaping trends in popular culture.
Golfers, with the exception of Tiger Woods, have struggled to achieve the same level of mainstream appeal. While golf does an excellent job of marketing itself to its existing fan base, there's much work to be done in reaching out to the world outside of golf. Something the YouTubers and Influencers already figured out
This is where the involvement of figures like LeBron James and Drake becomes pivotal. With their influence and reach extending far beyond the fairways, they have the power to reshape the perception of golf and make it cool in the eyes of a broader audience. Imagine golfers becoming sought-after guests at fashion shows, and Hollywood events—symbols of style and sophistication that completely align with the more traditional side of golf’s culturally elevated brand image, while also being attractive and aspirational to the mainstream audience.
Evolution and modernisation don't have to come at the sacrifice of tradition and everything we love about the game, the magic sauce is figuring out how to evolve while keeping the heritage intact, something F1 does very well. The beauty of F1 is that it’s a very modern sporting experience but you’re never far from its history and heritage.
With all that said, achieving this level of crossover appeal requires more than just star power; it requires a fundamental shift in how golf is marketed and consumed. It means embracing innovation, creativity, and diversity to create experiences that resonate with people from all walks of life.
I’m from London, so I’m a city guy. I’d like to see more urban golf initiatives that bring the game to city streets and show the next generation that golf isn’t just for those living in the suburbs. As someone who works at the crossroads of sport and fashion, I would love to see marketing campaigns around professional golfers, wearing the latest in modern golf/street fashion, collaborating with stars from other sports, music, and entertainment, in creative inner-city content pieces.
Take a look at what the LAGC of the new TGL golf league has done to showcase a modern, urban approach to golf branding, appealing to a younger demographic and challenging traditional perceptions of the sport.
The powers that be need to invest some of this new injection of money into activations in these environments so youngsters can meet the stars and pick up a golf club for the first time. Maybe the draw in showing up to the event is LeBron and Drake but maybe the guests will walk away with a newfound admiration for our game, after spending time with Colin Morikawa and learning how to strike a ball on a simulator.
I can hear the golf traditionalists now “but that’s not golf”, no, it’s not. It’s entertainment, it’s marketing. But the point is, the entertainment is what creates that spark of interest that can lead people into the game of golf. For want of a better term, it’s a gateway drug!
Of course, all of this requires more accessibility, TopGolf is helping with that but can be expensive for some, maybe some funds can go toward some affordable innercity driving ranges or simulator venues that are more Saturday night entertainment-focused. I mean, there is an abundance of empty office buildings in the big cities these days.
Even if a large number of people who enjoy TopGolf or other similar concepts don’t transition to become full-on golf fanatics, their engagement still significantly contributes to the business of golf. This involvement leads to increased revenue generation for the sport. As these activities become more popular, more money flows in from sponsors, which further supports the growth of the game.
Ultimately, this influx of revenue not only enhances the accessibility and quality of golfing experiences but also fosters a vibrant community around the sport, ensuring its longevity and continued appeal to a diverse audience.
Look at what Drive to Survive on Netflix has done to introduce a new wave of interest in F1 in North America. Most viewers likely can’t afford to go to an F1 event, it’s very expensive, but that doesn’t matter because they still get drawn into watching the races on TV which attracts more sponsorship dollars and they buy the merchandise. Money flow for the sport.
Full Swing has followed this path in golf with Season 2 dropping this week. I’ve seen complaints from certain sections of the golf world about the show because there is too much focus on things like LIV and Joel Dahmen but they’re not seeing it for what it has been intended for, Entertainment. Netflix is an entertainment platform and they focus on storylines because stories are what get people interested.
Ask any F1 fanatic if Drive to Survive is a true reflection of the sport and they’ll tell you no, it’s a “Hollywood” version. The star of the show has been Guenther Steiner, pretty much the Joel Dahmen of F1 team bosses if we’re comparing success, but he’s interesting and captures the attention of the casual viewers.
By showcasing the sport in new and unexpected ways, golf can break free from its traditional constraints and become a cultural force to be reckoned with.
I think we need to embrace the potential of golf to transcend its roots and capture the hearts and imaginations of a global audience. With the support of modern-day icons such as LeBron and Drake, not just financially but in cultural brand validation and awareness, the future of golf is bright—and undeniably cool. And in emulating the global popularity of Formula 1, golf can rewrite its narrative, captivating audiences worldwide and cementing its status for the next 100 years.
That’s all for this week, don’t forget to reach out to Baller Golf on X/Twitter
Something From The Gram 👇
This was a missile of a drive but ended up with negative yardage 🤣
Use discount code: BALLERGOLF for 15% off at shotscope.com (including sale items)
Get featured in a rapidly growing golf newsletter 📈
Baller Golf is growing fast (over 25,000 subs) and we have a passionate audience who love the game. We have advertising options for golf brands, courses, and more. Get in touch.
*Disclosure: Baller Golf only recommends products we would use ourselves and all opinions expressed here are our own. This post may contain affiliate links that at no additional cost to you, Baller Golf may earn a small commission.