Brand deals surge for golf creators as the sport’s popularity spikes

Golf is having a cultural moment — and golf creators are taking advantage by signing more brand deals than ever.

Once viewed as the territory of boomers and the rich, golf has surged in the past decade, with overall participation numbers in the sport increasing from 30 million in 2014 to 45 million in 2023, the most recent year available, according to data from the National Golf Foundation.

Golf’s moment in the sun for advertisers has paralleled the rise of the number of golf content creators. In 2024, PGA Tour videos averaged 85,000 views and 34 engagements per video on YouTube; conversely, the popular YouTube golf channel Good Good Golf averaged 545,000 views and 717 engagements per video during the same period. In April, the video for “The Duels,” a creator-focused golf event hosted by LIV Golf, accrued over a million views in under 24 hours.

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