In a compelling post on the always entertaining Bushwood Country Club today, Scott "Cash" Stone highlights the rather glaring disparity in the number of female vs male "staff players" sponsored by major golf equipment companies. It's one of those things that's surprising... yet not so surprising and definitely worth a look.
It's not a "snub" - it's marketing. Equipment and clothing manufacturers aren't made of money. They put millions of dollars of clubs in play on all the major tours (PGA, Euro, Nationwide, Champions, LPGA, and Duramed).
ReplyDeleteThe economy has forced them to streamline the number of players that get the big endorsment dollars because those are the players who people recognize and want to play what the pros play. There are more household names on the PGA Tour than on the LPGA - so they get the dollars.
Utopia is a nice dream - but it doesn't exist. Companies don't get to print money - only the government gets to do that...legally at least. :-)
Does that make Titleist the World's No 1 golf ball for men only?
ReplyDeleteI think what Bushwood was suggesting was that they might want to "subsidize" what they all acknowledge to be a "target market" for future sales growth, by sponsoring more women.
ReplyDeleteBTW, I'm a "staff player" for the awesome Golf Refugees line. :)
I LOVE the black golf balls !!!
ReplyDeleteThey do, GG - just not to the extent they do with the PGA Tour. Men are still the majority of golfers and golf fans.
ReplyDeleteHere's one to mull over - some of the men pros play with a lot of blades and very stiff shafts, but many of them play with more modern heads - and the amateur players pick the same head styles as the pros.
The women pros also play with the modern technology - and they are the same clubs the amateur (hackers) of us out here use.
BUT - the casual women golfers quite often buy the cute colored clubs that match their bags (clubs no accomplished amateur or pro would ever buy) - or they buy a cheaper set of clubs and hardly ever buy a new set, which is why the manufacturers market to men - we buy clubs like you buy shoes. :-) The casual woman golfer isn't what keeps manufacturers in business.
I have to say that when my wife and I head into our local golf shop, despite both being golfers, I head for the clubs while Kerry looks at the clothes. Kerry cringes at having to spend a cent more than she has to on any golf clubs, and certainly isn't interested in replacing her set with the latest club technology. Bring out the latest fashion however and the purse is out.
ReplyDeleteI on the other hand am already considering a new fairway wood, replacements for my ageing irons and am interested in replacing my lob wedge. From that perspective, I can understand why club manufacturers tend to sponsor more males - I think males will spend more on clubs (if our wives let us!)
@Court and Malcolm,
ReplyDeleteI play with a ton of women golfers. Some are competitive, but MOST just love the game. And they buy new clubs constantly. I can't tell you how many times I've seen a golfing gal try a pal's club during a fun round and turn around and purchase it that afternoon. I've also seen a bunch of new sets of Callaway X22's show up recently (yes, I continue to rave about them even tho I'm stuck with my X18's).
Women definitely love their clothes, but we are also pretty good shoppers. We know how, and when, to find a deal. Most of the women I know buy their clothes during sales and use the prize money they win during Ladies Day. However, they pay full price for the new 5-wood that their friend let them hit.
I am on my third 3-wood in 3 seasons. It took me that long to find one that works. Thank you TaylorMade.
"rhey might want to "subsidize" what they all acknowledge to be a "target market" for future sales growth, by sponsoring more women."
ReplyDeleteWhen that market starts to grow, they will come. Given most companies have tight OpEx targets in an environment of reduced income, it's very unlikely that you will see many "developmental" (read: speculative) initiatives. That's just basic business, and with all due respect to Bushwood, they probably need to go and work inside a company that struggling with the worst recession in almost a century.
The simple truth is that women's golf's TV ratings hover slightly below NHL hockey. Now ask yourself -- how many national spots do you see Sidney Crosby in? Alexander Ovechkin?
Yes, signing more women's staff players would be nice. That will probably happen, after the recession. If the LPGA still exists as much a force in this country, that is, a question still very, very far from being settled.
To piggyback courtgolf... Let's not lose sight of the fact that the more these companies decide to expand their marketing efforts, the more your clubs and golf balls are going to cost...
ReplyDeletecourtgolf said: "the casual women golfers quite often buy the cute colored clubs that match their bags (clubs no accomplished amateur or pro would ever buy)"
ReplyDeleteI'm not sure whether it's cart before the horse, or not, but have you ever ventured into the women's club section at most golf stores? Pastel shafts abound. Do manufacturers do that because women demand it, or because some genius decided women like "pretty colors" so that's all they'll make.
In either case, check Paula Creamer's clubs. Most of her graphite shafts are pink.
D - you don't see top line clubs with pink paintfill in the cavity. The cutesy irons are also the cheap ones...price AND quality.
ReplyDeletethe shafts in Creamer's woods are pink because she markets herself in pink. not too hard to put 2 and 2 together.
don't forget - bubba watson played with a pink driver shaft. it's just paint.