“Marketing and advertising are fundamental business investments, comparable to labor, rent, telecommunications, manufacturing, and other operating costs, because they drive sales and expand market reach.”
Four strategic opportunities for brands, service providers, and media partners serving golf’s fastest-changing consumer base.
Golf’s audience is becoming broader, younger, and more culturally diverse. Initiatives such as the PGA’s “Make Golf Your Thing,” the continued influence of Tiger Woods, the rise of Tim O’Neal on the senior tour, the myriad clubs and organizations promoting participation, and the growth of talent emerging from the APGA all point to a sport expanding beyond its traditional base. For minority-owned golf companies, the opportunity is larger than what is seen on the course; it is commercial relevance with a growing market of golfers, fans, and buyers. Here are four ways to capitalize on that shift—and why these minority-owned golf publications- Minority Golf Magazine (minoritygolfmag.com) and African American Golfer’s Digest (africanamericangolfersdigest.com) should be part of the strategy.
- Offer culturally relevant apparel and gear. Golf fashion is moving beyond traditional preppy styles, creating room for minority-owned brands to combine performance fabrics with cultural aesthetics, including bold patterns, streetwear silhouettes, and heritage-inspired colors. Accessories such as hats, gloves, and golf bags can also help players express identity on the course. To reach this audience effectively, brands should look beyond traditional advertising and use affordable, targeted channels—including community events, niche media, partnerships, and creator-led storytelling—to connect with an expanding golf-buying market.
- Create inclusive golf experiences and events. Many new golfers of color find traditional country club culture intimidating, cliquey,” and not very inclusive, creating demand for welcoming, beginner-friendly experiences. Minority-owned companies can meet that need through clinics, networking tournaments, meet-and-greet events, and casual play opportunities at public courses, while partnering with community centers, historically Black colleges, and local organizations to build trust. Dr. Al B. Quarles, founder and president of Bucka Fogey Sports, LLC, offers one example of this approach through creative video marketing and annual golf events designed to engage targeted audiences outside conventional channels. Most Minority Black- owned golf businesses could also benefit from simply sponsoring a Happy Hour, Twi-light Scramble, before- round breakfast sandwich/burrito, or any number of inexpensive promotions designed to increase your brand presence.
- Develop coaching and training services. Representation matters in golf instruction, especially for new players who may prefer learning in an environment that feels accessible, patient, and culturally aware. Minority-owned coaching businesses can build strong relationships through in-person lessons, virtual instruction, affordable clinics, branded training aids, and content that highlights diverse golf journeys.
- Build niche media and content platforms. Mainstream golf media still underrepresents the stories, preferences, and buying influence of minority players, entrepreneurs, and industry leaders. Minority-owned companies can fill that gap with content on barriers and breakthroughs, golf travel, product reviews, equipment recommendations, and business opportunities from a perspective that directly reflects the communities they serve. Minority-owned golf publications—such as Minority Golf Magazine and African American Golfer’s Digest—are more than media outlets; they are trusted community channels. They understand the aspirations, challenges, and buying behavior of golfers of color. Advertising in these publications, contributing guest articles, and sponsoring events can put minority-owned companies directly in front of an engaged audience. These platforms also provide credibility: a mention from a trusted source can build brand loyalty faster than a broad mainstream campaign. Ignoring them means missing a focused market already looking for businesses that reflect its identity and values.
As golf diversifies, the strongest minority-owned companies will not simply follow the trend—they will help define it. By offering relevant products, inclusive experiences, effective coaching, authentic content, and strategic partnerships with minority-owned media, they can build lasting success in a sport that is becoming more open, connected, and commercially diverse.
Herschel Caldwell brings more than 50 years of experience in retail marketing and advertising with one of the nation’s largest retail chains and commercial real estate development companies, along with more than 30 years as publisher of Minority Golf Magazine. (minoritygolfmag.com) Throughout his career, he has developed strategic marketing and advertising programs and led successful campaigns at both the local and national levels.
“Advertising is a fundamental business investment, comparable to labor, rent, telecommunications, manufacturing, and other operating costs, because it drives sales and expands market reach.”
