Insights Into Future of Professional Golf

London, England: With the emergence of LIV Golf and its long-term investment into the Asian Tour, a bolstered strategic partnership between the DP World Tour and PGA Tour, and record prize funds for the LPGA Tour and Ladies European Tour, the professional golfing landscape is going through some dramatic changes.

But what are the views of golfers around the world about the future for professional golf and the direction in which various Tours are heading?

A study of 21,000 international golfers undertaken by Sporting Insights (formerly Sports Marketing Surveys) determines to discover what resonates with golfers and golf fans across the globe.

The study, Future of Professional Golf 2023, was conducted with golfers in 13 countries – Australia, Canada, England, France, Germany, Japan, Korea, Northern Ireland, Republic of Ireland, Scotland, Sweden, the United States and Wales.

According to Richard Payne, Director of Sporting Insights, a Full Business Member of the Asian Golf Industry Federation, distinct differences emerged in the attitude to different Tours in different markets.

Payne said: “It was important for us to try to cut through the strong responses to golf Tours that have been very apparent in recent months.

“While those strongly-held convictions are important, and are covered within this study, we also wanted to take a look and understand at a more granular level exactly what golfers may enjoy or object to as the fabric of professional golf changes.

“And that word ‘enjoy’ is important, because while we do look at negative perceptions of different elements of different Tours, we also look closely at what people do want – whether that’s mixed events, match play, team play or alternative formats.”

Payne and Eric Lynge, Head of Sporting Insights Asia, are both attending next week’s PGA Show in Orlando.

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