AGENC | Integrated Global Experiences’ Post

Fantastic to see the Sporting Insights data on rounds played in Q3 increasing 5% YOY, taking the annual total up by 3%. I think the most incredible stat, and one we need to remember, is that compared to 2019, rounds for September were up 55%! The impact that the pandemic had on golf participation has been quite phenomenal and it’s been amazing to see that numbers have stayed high. We do keep on hearing concerns about member numbers and whether the trend will start to turn, so results like this are great to see. I do believe that we are still just about in the honeymoon period for a lot of new golfers. So a pipeline of new golfers and a real focus on delivering incredible customer experience for new and existing golfers and members is needed. But let’s not forget where we were and where we are now. Golf is in great health, so let’s make sure we are doing everything we can to keep it that way! https://lnkd.in/eeKdqxXw #golf #customerexperience

We are only a few days away from the best week in golf - The Masters. The season's first major championship is steeped in tradition, and while the broadcast and all of the connected digital experiences have modernized its enjoyment for fans, the future of the game, and the golf industry will not be on display next week. It's no secret that the game has boomed since the pandemic, but perhaps what is most surprising is that golf's green shoots are coming from off-course activity (think Topgolf, Drive Shack , Five Iron Golf, Trackman, FlightScope) and from younger, more female and diverse audiences. So while everything might look the same next week, know that the behind all the blooming azaelea's, the game of golf is changing, and fast. More on that and what savvy brands can do to embrace the new face of golf, in my new blog post below. #brandstrategy #golf #audiencegrowth #consultant #themasters #pgatour

This was an interesting article on the plans for the LIV golf’s upcoming season and what the new aquisition of Jon Rahm brings for viewership. https://lnkd.in/gf_kSnh3

“If you only take in the media of the moment, you will lose touch with the truth.” This is especially true in golf, where the media has been used as a political weapon for maintaining monopolistic control (Howard Milstein’s empire), rather than a journalistic endeavor, historically. This very brief article helps to explain the truth behind the resignation of Jimmy Dunne as well as the reduction of Rory McIlroy’s influence. Here are the key takeaways: 1. The Raine Group has been leading the dialogue, for several years now, well before LIV Golf disrupted the status quo. 2. Raine Group representative Neville has established positive working relationships with all parties, including Rory, Tiger, SSG, and PIF, over many years. 3. This weeks news cycle is new evidence that Neville’s guidance has been well received by Tiger & the PGA Tour Players (representing New World Order), and poorly received by Jimmy Dunne and Rory (representing the monopoly; status quo). Some additional flavor: Apollo and Sony’s bid to buy Paramount was recently disrupted by the addition of SkyDance & Redbird Capital into the mix, and is the truly disruptive event behind the scenes. (Paramount owns CBS, Apollo owns Clubcorp, as just a couple of key accounts within the golf ecosystem.) Lets #growthegame Together With gratitude always

Read on to find out about 5 sporting events coming up in the rest of the year that will give you your fix of adrenaline, skill, and athleticism!

LATEST NEWS Selectivity, discipline and above all, value… ‘After a succession of high quality meetings recently, the flat understandably drops a level in the coming weeks before hitting the heights of five superb days at Royal Ascot in mid-June. We rounded off a rewarding May with an impressive good value winner on the final day. Selectivity, discipline and above all, value will be key as I look to push profits forward in the coming weeks and months. Overall the picture for the summer season is steadily developing clarity. On the flat the Epsom Classics meeting added more future pointers and with plenty of summer jump fixtures in May to work with there are some good form lines emerging. The main quality on the flat this week is at the weekend. Two Group and a Listed at Haydock on Saturday plus there are a couple of valuable races at Beverley worth noting. Then on Sunday Goodwood have a pair of Listed races. I will also be keeping a close watch on selected races in Ireland and the US through the week. Six summer jumps meetings for us. One a day starting Tuesday. All six will be of interest, particularly the good card at Perth on Sunday. Something of a North-South divide to the weather to start the week with the North seeing plenty of rain whilst the South stays drier. Be professional in your betting by taking membership now.’ MEMBERSHIP & INFORMATION: https://lnkd.in/eY8ECm9w

 🏌️♂️Unpacking The Masters: Insights from a Market Trends Perspective🏆 One of the premier events in the sporting calendar kicks off today, and as someone who enjoys this event, I am naturally very excited. However, this year feels very different. When I talk to casual golf fans, you can truly understand the impact that LIV golf has had on the sport. I keep hearing phrases like “I don’t watch that much golf anymore” and “LIV has ruined the sport.” We all know broadcast TV has been in decline for a number of years now, but that is natural as people consume media in different ways. I always thought of the majors as sacrosanct, and I think golf thought they were impervious to the disruption of LIV. One of the best measures that we can look at to understand the true impact is Share of Search. Share of Search is the volume of search via Google that queries for terms "The Masters" are getting versus the proportion of all the search queries. So what are the numbers telling us? 📊 What is the biggest major tournament? 🌟 I have looked at a worldwide dataset, and the first thing that is no surprise is that the Masters is the biggest major: #TheMasters: 43% #USOpen: 26% #TheOpenChampionship: 21% #PGAChampionship: 11% It is really not surprising given the history of the tournament; however, something that did stand out in the data was how much Polish people love the Masters, where they indexed much higher at 68%. 🔝 When did the Masters peak? 📈 The peak was in April 2019, with search volume nearly double that of 2016. Notably, Tiger Woods' incredible comeback story versus Danny Willett, a relatively unknown golfer, contributed significantly to this peak. It underscores the importance of compelling narratives in sports. Right now Golf is missing those stories with rivals moving to LIV and diminishing the perceived value of the competition. 📉 How are the major tournaments doing since LIV? 📅 LIV was launched in June 2022; however, if you look at the year-over-year numbers for all the major tournaments, it doesn’t tell a great story: #TheMasters 2022 vs. 2023: Down 2.5% #USOpen 2022 vs. 2023: Up 28% #TheOpen 2022 vs. 2023: Down 25% #PGAChampionship 2022 vs. 2023: Down 6% It will be really interesting to see how these numbers continue to perform over the rest of the golfing year, but overall golf has work to do to keep up with other sports and ensure that sponsors keep paying attention. Whatever happens, this is still one of the pinnacle events in the sporting calendar, and everyone should enjoy it for the wonderful spectacle that it is. What do you think about the trajectory of the game of golf? Are you having the same conversations with your friends? Which player or storyline do you think has the potential to reignite interest in golf and draw in new fans? ⛳🗣️ #GolfInsights #SportsMarketing #TheMastersAnalysis #MarketingTrends #MarketngInsights #ShareofSearch

With the #GenesisInvitational teeing off this week, we’ve rolled out some exciting new features on our 𝗚𝗼𝗹𝗳 𝗘𝘃𝗲𝗻𝘁 𝗖𝗲𝗻𝘁𝗿𝗲. Sportsbooks can now stimulate pre-event interest and enrich the in-play experience for bettors with these new features: 🗓 𝗣𝗿𝗲-𝗧𝗼𝘂𝗿𝗻𝗮𝗺𝗲𝗻𝘁 𝗘𝘃𝗲𝗻𝘁 𝗖𝗲𝗻𝘁𝗿𝗲 Engage and inform bettors from Monday to Wednesday and stimulate pre-tournament betting with new statistics and insights. ⛳ 𝗖𝗼𝘂𝗿𝘀𝗲 𝗙𝗶𝗻𝗴𝗲𝗿𝗽𝗿𝗶𝗻𝘁 Explore the course before and during the tournament. Understand which in-play markets are appealing with course summary, difficulty ratings and numbers to know. 💬 𝗟𝗶𝘃𝗲 𝗔𝘂𝘁𝗼𝗺𝗮𝘁𝗲𝗱 𝗖𝗼𝗺𝗺𝗲𝗻𝘁𝗮𝗿𝘆 Contextual insights before and after every shot. Trigger in-play betting and inform bettors on selection results in real-time. We’re giving bettors a superior understanding into their favourite players, while boosting acquisition and retention for operators. Make your sportsbook the most advanced place to follow golf online. ✍ Interested in finding out how our Golf Event Centre can enhance your sportsbook offering? 𝗗𝗿𝗼𝗽 𝘂𝘀 𝗮 𝗺𝗲𝘀𝘀𝗮𝗴𝗲 𝘃𝗶𝗮 𝗼𝘂𝗿 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗰𝗼𝗺𝗽𝗮𝗻𝘆 𝗽𝗮𝗴𝗲 𝗻𝗼𝘄. #SportsBetting #GolfTech

A Video for all Golf Club Managers 👇🏻👇🏻👇🏻👇🏻 Do your members ever question where their membership fees go? Are they expecting modern updates to your golf course? Elevate your golf course and enhance your visitors' experience with the latest innovations in golf technology. Use it for the features or use it for the additional revenue through the subliminal advertising. If you’re interested drop me a message. #GolfManagement #GolfTechnology #Innovations #MemberExperience

Tiger explains why the new deal between the PGA Tour & SSG is "sports history". ⛳️ 🐆💰 $3bn is certainly a huge boost to the game. It also suggests investors see growth potential in the sport as a commercial entity. It also puts the PGA more on a par with LIV in cash terms. Ultimately you still need the star factor in the "show" to bring in cowds and the viewing figures. Epic battles on the closing holes of majors and on-course sporting rivalries between the top players. Will Is giving the players an equity stake opportunity enough to see off more defections to LIV? We'll see - but the timing of the announcement just before the new LIV Golf season opener in Mexcio can't be lost on golf fans. Do you think this makes the PGA/LIV merger more or less likely? https://lnkd.in/eqnAmaCS