How the Ryder Cup can drive growth and engagement in golf

As the best golfers from the US and Europe descend on Bethpage Black in New York for the Ryder Cup this week the event is more than just a contest of skill; it is a critical business asset for the sport.

The biennial showdown, steeped in tradition and national pride, offers a powerful vehicle for driving growth and democratising a game long associated with exclusivity.

“Golf shows your true personality,” says Ian Randall, Chief Executive of the Confederation of Professional Golf and a board member of the Ryder Cup European team, on episode nine of Lead out Loud. “It’s a great way of finding out someone's true personality - very frustrating and at times exhilarating.”

How the Ryder Cup can drive golf’s global growth

This blend of individual character and collective tension is the very engine of the Ryder Cup’s appeal. Unlike the solitary grind of the professional tour, the team format of the Ryder Cup fosters a sense of camaraderie and high-stakes drama that captivates a global audience. This dynamic, as Mr Randall noted, makes it an ideal entry point for a new generation of fans.

“The sport has become more organised, more strategic and more commercial in its approach,” says John Rudd, Professor of Marketing at WBS. “They see a bigger picture. Their demographics have been changing and there are externalities to that, so it’s not good enough to have a 'women’s only entrance’ - in today’s world that sort of thing can't continue.”

Indeed, the sport is shedding its old skin. The rise of entertainment venues like Topgolf and the popularity of simulator lounges are exposing golf to a wider, more diverse demographic.

These 'off-course' experiences are acting as a funnel, introducing a new audience to the game in a social, less intimidating environment. The challenge for the industry, as Professor Rudd sees it, is to harness the passion generated by events like the Ryder Cup and channel it into these new, accessible off-shoots.

“We want to make it just this wonderful experience,” says Mr Randall, explaining the purpose behind events like the Ryder Cup. “We want to celebrate the values of the sport... but also we want to make it commercially successful, because if you look at the [R&A], they make the vast majority of their money, their profits, through the Open Championship, and they invested $23 million back into the game worldwide in 2023.”

This cycle of commercial success and reinvestment is key to golf’s future. The Ryder Cup’s profitability funds initiatives like the Ryder Cup European Development Trust, which aims to grow the game across the continent. By building a sustainable business model on the back of such high-profile events, golf can ensure that its core values are passed on to a new generation.

The Ryder Cup’s role in diversifying golf across Europe

In the end, the Ryder Cup is more than a trophy; it’s a strategic asset in golf’s ongoing effort to broaden its appeal. The spectacle and passion it generates are the very currency needed to attract a new, younger audience, ensuring the sport's continued relevance and commercial viability in the years to come.

"Golf is fundamentally an individual sport, and we need to embrace that team element as well," says Mr Randall. "What better example of that than the Ryder Cup, which I'm so fortunate to be involved with.

"If you look back to 1979 when the Ryder Cup became a European team, there were 10 Brits and two Spaniards. Now, we've got a Norwegian, we've got Swedes, we've got Austrians, we've got Belgians. And you know, what drives me in my role is that we've all played our own little part in sharing of good practice, sharing of knowledge, and sharing of coaching standards, to diversify the game internationally to a new audience."

How the Ryder Cup can drive growth and engagement in golf

How the Ryder Cup can drive golf’s global growth

The Ryder Cup’s role in diversifying golf across Europe

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