Lexus And USGA Aim To Engage Younger Audiences In Golf

Of the 45 million Americans age 6+ who played both on- and off-course golf in 2023, the category of young adults (18-34 years old) is the game’s biggest customer age segment, according to the National Golf Foundation.

As golf not only gets more popular, but younger and more diverse, the sport’s governing bodies and their brand partners are excited to engage these growing demographics both on and off the course.

Partners since 2006, Lexus and the United States Golf Association (USGA) are taking a multifaceted approach to do just that including through a content series, Lexus brand ambassadors Wyndham Clark, Will Zalatoris and Justin Suh, the USGA’s Pathways Internship Program and on-site activations at professional tournaments, headlined by the U.S. Open.

“Golf is probably the largest portion of our portfolio. We have so many facets in golf that we’re invested in,” said Nicole Peterson, Experiential Marketing & National Partnerships Manager at Lexus. “We find it’s important to invest in because, again, it is for the masses. We’re not alienating our existing customers—who are 60+ and love golf—but we’re bringing in all of these new customers and consumers through our partnerships in golf who didn’t know about a product we had or how invested we were, but they may be a Wyndham Clark fan, are watching the U.S. Open or bought a shirt from Malbon because it’s a cool brand and now they see we’re associated with them.

“We see golf as one of the most important partnerships in our portfolio because of the broad reach it has. There’s so much range within the golf space and I don’t see that going anywhere.”

With an estimated 123 million Americans age 5+ playing golf (on-course or off-course), following golf on TV/online, reading about the game or listening to a golf-related podcast in 2023, the opportunities are seemingly endless for partners like Lexus to engage existing and new audiences while building brand trust as they age and further their interest and involvement in the game.

According to the PGA Tour, 52% of their audience is 55+ while 87% boasts an annual household income of $150,000 or greater.

To engage with this affluent audience as well as begin to appeal to younger demographics, Lexus brought on numerous brand ambassadors, including 2023 U.S. Open champion Clark and women’s pro golfers Hinako Shibuno and Amari Avery, partnered with streetwear-inspired golf brand Malbon in November and announced a partnership with the PGA of America in April.

The brand is also utilizing golf as a vehicle for good. For over 35 years, the Lexus Champions for Charity Golf Tournament has helped raise more than $420 million for nonprofits around the country.

At the 2024 U.S. Open at Pinehurst No. 2, Lexus’ activation was the only space to offer club-in-hand experiences for patrons. In conjunction with Full Swing Golf Simulators, visitors not only got a chance to improve their golf swing and putting stroke, but were able to take a photo with the U.S. Open trophy while checking out some of the brand’s latest vehicle offerings.

“We look at ways—really with all our partnerships—to enhance the fan experience,” Peterson said. “… It’s all about really engaging youth into this sport because golf is a sport you can play from 8 to 80 years old.

“This is why we love being in golf right now. Someone asked me why we aren’t in tennis or equestrian and other high-income sports and they’re just not trending the same way golf is trending. Golf is probably the hottest sport. It’s cool now.”