Transforming golf’s image

Over the past decade, the landscape of golf has undergone a significant transformation, fuelled by the rise of content creation and social media.

Traditionally seen as a sport with an older demographic, golf is now capturing the interest of new audiences, largely thanks to the accessibility, entertainment, and personality-driven content available on platforms like YouTube, Instagram and TikTok. This shift is not just shaping how fans engage with the game but also opening new opportunities in the betting market.

Playing to a new audience

At the heart of this movement are digital creators who make golf more relatable and exciting to new viewers. Influencers such as Rick Shiels, Good Good Golf, and Bob Does Sports have amassed millions of followers by creating fun content that blends golf with entertainment, challenges, and behind-the-scenes storytelling.

Their content strips away the exclusivity and formality often associated with the sport, making it feel more casual, approachable, and engaging. This has not only widened the sport’s fan base but also introduced new fans to players, courses, and events they might never have followed otherwise. A good example of this would be Bryson DeChambeau’s U.S. Open victory last year. DeChambeau has amassed a huge social following thanks to his long and short-form content on YouTube and Instagram, namely his backyard hole-in-one challenge.

Viewership for the U.S. Open Sunday would’ve included a far greater proportion of younger golf audiences, because of Bryson’s affiliation and online presence.

Golf betting boom

This increase in engagement naturally opens the door for betting integration. Just as younger fans are betting more frequently on football or basketball through mobile apps, the same potential exists for golf. However, unlike traditional sports with fast-paced, point-driven action, golf offers a unique rhythm that suits micro-betting: who will win a hole, longest drive, hole scores and other shot-by-shot markets. With the right content creators explaining and promoting these types of bets in real time through livestreams, YouTube breakdowns, or TikTok challenges, betting can become part of the entertainment experience.

In what’s being dubbed as one of the greatest Masters tournaments of all-time, Rory McIlroy took over 26% of all money staked with William Hill. That 26% would have consisted of a mix of traditional golf punters and new fans perhaps experiencing their first bet on The Masters.

New formats, new fans

Furthermore, influencer-driven tournaments and match-play events – many of which are streamed online – represent untapped betting markets. If properly regulated and marketed, these influencer matches could mirror the popularity of celebrity boxing, where engagement and personality drive the betting interest as much as, if not more than, the actual competition. For sportsbooks, this means a whole new category of events driven by fan connection and content hype rather than just standard PGA Tour coverage.

The rise of content creation in golf has received a mixed reception amongst traditionalists, but it’s undoubtedly on the rise. This opens up an opportunity for betting markets in new, engaging events that tailor to and are driven by a new group of golf fans.

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