Giles Morgan’s call for golf to modernise will continue to resonate within the industry.
Morgan, Global Head of Sponsorship with HSBC, struck a chord with many golfers and golf officials during a presentation at the award-winning All That Matters conference in Singapore, Asia’s leading music, sports and entertainment industry gathering.
Speaking during a panel session on golf, Morgan urged those involved in the game to make it a priority to speed up the pace of play and called on professional players to do more to engage with spectators.
Aware that four hour-plus rounds are a turn-off for television viewers, Morgan said: “Golfers need to get on with it and hit the ball. The game also has to shed its pomposity … and players must get on with the fans.”
Along with fellow-panellists Josh Burack, the Asian Tour’s Chief Executive Officer, and Sean Pyun, Vice President and Managing Director of the LPGA, Morgan advocated the introduction of new formats to spice up the game and increase its appeal to a broader audience.
As far as sponsorship is concerned, Morgan said that as business objectives change for companies, so sponsorship must change with them.
He said: “When you think of our golf portfolio, you don’t need to be a rocket scientist to know that we are after certain demographics in certain countries, and we appeal through the prism of golf which has its own sets of values and tradition of fair play.”
GOLF DIGEST INDIA VIEW
Most golfers in India have no idea that influential people worldwide are actually working on making pro golf more attractive for fans. PGTI would also do well to pay attention to these opinions and similarly develop a strategy to make PGTI more fan and sponsor friendly.
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Anderson Assumes Asian Golf Industry Federation Vice-Presidency
Golf industry stalwart Rudy Anderson has assumed the role of Vice President of the Asian Golf Industry Federation (AGIF).
Confirming the appointment at AGIF’s annual meeting at TPC Kuala Lumpur, Richard Walne, President of the AGIF, said: “As a Board member for the past two years, Rudy has made an outstanding contribution. We look forward to receiving the benefit of his experience and continued input in the years ahead.”
A graduate of Siena College, Anderson has held senior positions within the international private club, golf and resort business with ClubCorp in the United States, China, Southeast Asia, Europe and South Africa. Over the span of his career he has developed and managed world-class private golf and recreational clubs and has transacted more than US$675 million in golf course assets.
Anderson, who is President of Pacific Links International, takes over as Vice President from Paul Burley, Global Head – IMG Golf Course Services. However, Burley will remain on the Board of Directors, taking over as Treasurer.
(Read more in the December issue of Golf Digest India. Download here.)