England Golf, the governing body for all amateur golf in England, has appointed leading sport and entertainment agency Generate to develop a long term commercial and marketing strategy. This is part of its ongoing initiative to shift perceptions of the sport, increase membership and participation.
England Golf was formed in January 2012, when the English Golf Union merged with the English Women’s Golf Association. It is one of the largest sports governing bodies in England looking after the interests of over 1,900 golf clubs and 675,000 men, women and junior club members.
The implementation of the commercial strategy covers sponsorship, broadcast, PR, and in order to tap into their membership database and the broader golf fan base, there will be an overhaul of their existing digital and CRM platforms.
Rupert Pratt, Managing Partner of Generate said “We are delighted to be working with England Golf to raise awareness of their existing activity and attract commercial partners to help them grow the game. This is a unique opportunity to directly access and engage with their 675,000 members and 1,900 clubs but also with the 1.13m* golfers in England via a broad range of activities.”
David Joy, CEO of England Golf, said, “We have an exciting vision and strategy prepared and are looking forward to working with Generate to raise awareness of activity we have in place and securing partners. We have a fantastic platform to commercially grow businesses via our unique access to the golf community nationally and regionally.”
*source: Sport England Active People Survey 2013/14 – figure of people aged 16 years and over playing golf at least once a month.
England Golf www.englandgolf.org