Golf creators are cashing in
Golf is hotter than ever, and creators are cashing in.
Once viewed as a slow-paced hobby for retirees and executives, golf has gone through a full-blown identity shift. With younger, more diverse audiences driving a surge in popularity, the sport is no longer just a weekend pastime. It has become fertile ground for creators and marketers alike.
According to the National Golf Foundation (NGF), golf participation in the U.S. jumped from 30 million in 2014 to 45 million in 2023, a 50 percent rise. On-course players hit 26.6 million in 2023, while off-course formats like Topgolf and simulators reached 18.4 million. By the end of 2024, total participation hit 47.2 million, up another 5 percent year over year. Even more telling, the game is diversifying fast.
Women now represent 28 percent of on-course players, while Black, Asian, and Hispanic golfers make up 25 percent. Junior participation alone has spiked 40 percent in recent years.
This article unpacks how creators are riding that momentum and why brands are increasingly investing in golf’s digital wave.
Short on time?
Here’s a table of contents for quick access:
- Golf creators are no longer niche
- The brand money is flowing
- Why brands love golf creators right now
- What this means for marketers and creator agencies
Patrecia Meliana
Golf creators are no longer niche
Today’s golf influencers are doing more than swing tutorials. Creators like Good Good Golf, Paige Spiranac, Rick Shiels, and BustaJack are blending humor, lifestyle, and skill to drive massive online engagement. Shiels, once a local pro, now boasts nearly 3 million YouTube subscribers and a multiyear deal with LIV Golf. It’s a clear sign that the creator economy has matured inside the golf space.
On YouTube, Good Good Golf content averages around 545,000 views per video. That far surpasses the PGA Tour’s 85,000 average. Engagement tells a similar story, with creator content averaging 717 interactions per post compared to the Tour’s 34.
Off-course golf, including Topgolf and simulator play, now counts more than 18 million participants. These formats have helped break down barriers and introduced golf to casual and urban audiences. TikTok and Instagram have further accelerated the trend, especially with short-form content that hits hard and fast.
The brand money is flowing
Brand deals are pouring in. Golf creators are now partnering with apparel companies like Lululemon and equipment giants like Callaway and TaylorMade. Energy drinks, tech wearables like WHOOP, and even travel brands have jumped into the tee box.
The PGA Tour has stepped in as well. Their Creator Council and the increasingly popular Creator Classic show how the pro circuits are embracing this shift. The Creator Classic pulled in millions of views and gave brands prime exposure to younger audiences in a low-cost, high-engagement format.
Interestingly, follower count is not the main metric driving deals. Roger Steele, with roughly 140,000 followers, landed nine brand partnerships. Garrett Clark, with 2.4 million, only landed one. What’s driving value is not scale, but engagement quality and community fit.
Why brands love golf creators right now
There’s a strategic trifecta that makes golf creators irresistible:
- Engaged audiences: Golf fans are loyal, curious, and heavily invested in creators’ journeys.
- Affluent demos: As the sport diversifies, the audience still skews high-income and is ideal for sponsors in luxury, wellness, and tech.
- Cross-category relevance: Golf overlaps with fitness, fashion, travel, and lifestyle. This makes creators versatile partners.
Golf influencers are also cost-effective compared to pros or celebs. Their content is often more relatable, more consistent, and better optimized for digital. They speak directly to their audience without filters or scripted sponsorships.
What this means for marketers and creator agencies
For marketers and agencies, here’s the playbook:
- Niche is the new mainstream: Golf may seem like a niche vertical, but its creator economy is delivering mass reach with hyper-targeted authenticity.
- Quality over quantity: Don’t chase follower counts. Prioritize creators who deliver consistent engagement and align with your audience.
- Think long game: One-off campaigns are fine, but the real payoff comes from multiseason partnerships that build equity with fans.
Golf’s creator economy is booming, and it’s just getting started. New growth may come from women-led golf content, youth leagues, or golf travel influencers building stories around luxury getaways.
Golf also won’t be the only so-called boring sport to get this treatment. Pickleball, padel, cricket, and even bowling are well positioned to ride the next wave of creator-led engagement.
For marketers looking to stay ahead of the curve, now is the time to study niche sport creators. They are not just trendsetters. They are building communities that brands can no longer afford to ignore.
