⛳ Icons of Influence: How LeBron, Drake, and Others Can Drive 'Brand Golf'

The PGAs new investors could bring so much more than money.

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.

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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.