After a grueling winter in many parts of the country, visions of warmer breezes and emerald greens punctuated by manicured sand are enthralling the approximately 29 million golfers in the U.S., according to Statisticbrain.com.
For several generations, all types of business deals have been discussed or closed on the golf course, because it is challenging, rewarding, and not strenuous yet good exercise. The popularity of the game and its connection to business continue to make out a popular market for promotional products. Further, supplying logoed merchandise for any number of golf outings can be a substantial sale.
In 2012, according to Statisticbrain.com, only about 5% of golfers were under 30. This, however, may be changing quickly. Andrew Norvill, assistant marketing manager at Norwood by BIC Graphic points out that a focus on technology and youth golf has improved interest and demand for golfing and golf-related products. Golf equipment has undergone great improvements with the help of technology, but the golfing aids that technology supports – such as training devices and GPS watches – have made a much larger impact on improving one's game. "And the major golf brands have put in the time and effort building specific youth programs which seems to be working well. The rise of young stars like Rory McIlroy and Michelle Wie has also created excitement around the sport and the general public is taking notice," he says.
Steve Weinstein of EMT agrees, noting that the top trend in golf is finding ways to interest new players and retain the ones currently playing the game.
Weinstein observes that charity outings and foundations are "the most fertile area for the promotional products market. Tee prizes and player gift bags are a huge source of revenue for distributors. Tournaments are typically planned months or a year in advance, so early and consistent contact is important to win this business. It does require patience, as final product decisions are often made once all registrations have been sold, and may involve committee decisions."
"We are seeing the number of events and participation increasing," observes Tim Hanson, MAS, of BallPro. There are 143,000 golf events that raise $3.9 billion annually. The average golf event has 80 golfers and raises $5,000. We help distributors teach these clients how to raise $37,000 with the same amount of work. Once you get the information, send it to us and within three days we will give you the tools to change the results of event. For every dollar spent on a product, $2 of sponsors should be found, ensuring 100% markup for the event."
Another growth area that relates to golf, says Weinstein, are functional travel items as "more golfers took domestic trips in pursuit of the sport in the last year than skiers, tennis players, and sailors combined."
Kevin Mulrooney of Diversified AdTee, which is celebrating its 25-year anniversary this year, points to the increased use of bigger drivers during the past several years; this brings the need for the 3 1/4" golf tee. Golfers need the extra long tee when they are using the big drivers so they can hit the sweet spot of the club, he points out. "Some of these new drivers are so big the shorter tees just don't have the length to allow for that perfect hit on the club." Diversified Adtee offers the 3 1/4" tee in ball tubes, tee packs, ditty bags, polybag tee packs, or bulk packed.
And, golf apparel is not just for the course; it's a flexible fashion statement. For the past few years, observes Gina Barreca of Vantage Apparel, "we’ve seen golf apparel being designed for on- and off-course wear. This year, there seems to be a greater focus on lifestyle fashions that can be worn from day to night."
Similarly, Brian Titus of alphabroder says that the younger generation is generally more fashion-driven on the course. "Gone are the days where any old cotton polo in a light color will do the trick. Today’s golfer looks for performance fabrics that best keep the player comfortable and stylish on the golf course."
Vantage Apparel's ¼-zip silhouette, says Barreca, has become a staple for the golfer’s wardrobe and lightweight performance pullovers are replacing traditional windshirts, and in polos, fashion-forward style elements are becoming more common. "Historically, self-goods collars were always thought of as fashion-forward but now they account for 50% of golf shirt styles. For fabric advancements, dye-sublimation printing is being used to create stripes and interesting patterns. The addition of spandex and stretch to fabrics is also more prevalent."
Vantage recently launched, Vansport Pro, a collection featuring premium performance golf polos with modern styling elements and enhanced fit. New styles from Greg Norman Collection, Barreca notes, also focus on more youthful appeal taking inspiration from all sports – not just golf specific.
Diversified AdTee provides a wide variety of tournament packs and some custom items such as its exclusive AT245 Ball Retriever and AT48 Patented Stroke Counter that attaches to the velcro on the golf glove; and its original AT410 Mini Golf Bag sold with or without golf tees and balls stored inside the bag. This Mini Golf Bag is the size of a sleeve of golf balls and is sold in a variety of colors and filled options.
"When it comes to promotional products in the golf sector, golf balls remain king, it’s a commodity you must sell," asserts Norvill. "The extra opportunities lie in the ability to bundle other promotional products with golf balls. Apart from adding a divot tool or golf towel, you can include golf balls in a sports bag, cooler or maybe a drinkware item."
Katie Wyskochil of Pro Golf Premiums notes that the company's number-one sales are in logoed golf balls, "however the margins can sometimes be on the smaller side (20 - 30%). I recommend selling our accessory products, golf bags, duffle bags, backpacks, apparel, accessories, etc. These golf-related products are growing fast in the promotional product industry and I feel the margins may be a little better on them."
New from Pro Golf Premiums is the new Titleist Pro V1, the ball of choice for a majority of the pros. Wyskochil explains it has more short game spin and control with even softer feel, penetrating trajectory for exceptional distance, and long-lasting durability. "Our pricing includes a one-location imprint up to five colors with no set up fees," she adds.
New from alphabroder is the Devon & Jones® DRYTEC20™ Performance Polo (DG150/DG150W) which has no-fade, no-curl collar, no-shrink, no-wrinkle, and no-pill performance, and is made of 100% combed cotton pique, but also has EZCool™ wicking technology.
Weinstein observes that some courses are now limiting the type of golf divot tool allowed on the course – moving from the traditional fork design toward one that lifts the turf level without breaking the grass root structure. "Our new Pitchfix Twister tool works with this new protocol. We also offer two forms of our 'Wedgie' single prong tool that are compatible," he comments.
Norwood has launched three new golf items that allow for personalization; the 62255 britePix Golf Waffle Towel, 62253 Golfers Divot Tool with Ball Marker and 62254 Golfers Ball Marker Hat Clip. Norvill notes that golf events typically have attendees' names, which can be applied to any of these products.
Providing garments, golf tools, and related gifts is not only fun for you and your clients, but can be extraordinarily rewarding – and put your sales at the FOREfront.
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Based on a patented invention, the Twister makes divot repair incredibly easy and results in perfect repairs without any damage left to the green. A removable ball marker on the end can be printed in full color and is covered by a protective dome.
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The Lafayette 56” auto folding golf umbrella has a pongee canopy, two-section folding, metal shaft and wooden handle. Folds to 22” long.
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Digital imprinting on double-sided pin flags can be customized by hole. Sponsor pin flags are suitable for framing. Registration/banquet tablecloths also are available and tournament packages available for event coordinators and course managers.
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A new addition to Otto's breathable and moisture wicking Cool Comfort line of performance headwear, this mini waffle mesh style features a revolutionary anti-bacterial and anti-odor sweatband.
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Part of Prime Line's exclusive Leeman New York leather collection, the Woodbury golf scorecard holder is made from durahide leather and keeps your score card from getting damaged or soiled while on the course.
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The North End® Excursion Circuit Performance Half-Zip Styles (88220/78220) are suitable for golfing and any outdoor activity. An inside storm placket with chin guard will keep you comfortable and protected, while the moisture wicking performance will transfer moisture to the outer surface.
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This rugged golf shoe bag that can morph into a golf ball shaped pouch when not in use. Hang it on the side of your bag, and then throw your sandy, muddy, grassy, wet golf shoes in it when you're done with your round.
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This exclusive Cutter & Buck® design full size golf umbrella is manual opening with large vented 62" pongee canopy with matching color case. Alternating panels of vibrant colors and white command attention. Case includes shoulder strap.
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Ideal for ultimate comfort whether you’re on the green or off, the anvil® adult piqué polo (6002), is constructed from extra-soft 100% combed ring-spun cotton in a classic silhouette. The women’s companion style (8680) features a shapely semi-fitted contoured silhouette with a side seam and side vents.
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The Crystal Cup is truly an illustrious award befitting of the most preeminent event. Designed in highly desired optic crystal, a sleek contemporary cup gracefully balances atop the substantial column creating an amazing display for congratulatory words. This award comes in three sizes.
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Great for golf tournament promotions, golf themed photo folders and frames can be imprinted with your company or event logo, graphics, or custom text.
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