Why The Golf Industry Should Care About Parasocial Relationships: Equipment

Golf media used to almost exclusively focus on high-performing professional golfers. Consequently, players were the superstars who endorsed brands and promoted products. They played the clubs, they wore their hats, and they represented brands in adverts and commercials.

Although tour players still fill this role, they are increasingly sharing the spotlight with social media content creators.

Twenty years ago, who could have imagined the Creator Classic at TPC Sawgrass presented by YouTube featuring popular content creators playing head-to-head?

Not many of us.

Tournament promoters aren’t the only ones who understand golf fans’ connection to content creators….Golf’s original equipment manufacturers (OEMs) are also leveraging the allure of content creators.

These days, the relationship between golf equipment manufacturers and tour players is weaker.
It still exists, of course, but OEMs are not putting all their eggs in that basket.

The million-dollar question is whether golf’s content creators influence consumers’ purchases.

Are consumers connected strongly enough to social media content creators that they’ll buy TaylorMade equipment because Kai Trump is associated with the brand? Does Ping’s brand ambassador Erika Larkin drive more sales than LPGA players on staff?

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Synopsis

In this report, we are interested in the parasocial relationships between golf content creators who review equipment and consumers.

Specifically, which characteristics of parasocial relationships, if any, correlate with consumers’ likelihood of buying clubs the content creator represents or endorses.

We partnered with YouGov Sport to conduct this research with UK- and US-based golfers and fans.

What’s covered in the report? 

• How tour players are increasingly sharing the spotlight with social media content creators
• What this means for golf equipment manufacturers
• The million-dollar question
• What is a parasocial relationship?
• Relatability
• Why golfers say they prefer equipment marketed by content creators
• But will golfers buy equipment marketed by social media influencers?
• What correlates with consumers’ likelihood of buying equipment marketed by content creators?
• So what do these insights actually mean?
• Key takeaways

Cover image credit: Trottie Golf and Rocket Yard Sports

Report teaser image credit: The Ponte Vedre Recorder