One of golf's biggest sponsors "has warned the game is at a crossroads and not keeping up with changes in society," according to Iain Carter of the BBC.
The sport returns to the Olympics next year and HSBC Head of Sponsorship Giles Morgan "believes this provides an opportunity that cannot be squandered."
Morgan's company "spends millions of pounds on golf." All of HSBC's golf contracts are up for renewal in '15 and Morgan "is concerned that the game is not moving with the times." Morgan:
"It's a crossroads moment. I think that we will look back over this period and see where golf has gone. There are lots of positives about golf but the world, particularly with digital communications and people's time, has changed in the last 15 years beyond anybody's wildest dreams. I'm not sure that golf has kept up with that change." Inclusion in the 2016 Olympics "is not the only reason why the game has the chance to harness a new approach."
Fresh personnel "will occupy key leadership roles this year when Martin Slumbers takes over from Peter Dawson as boss at golf's governing body the R&A," while the European Tour will appoint a successor to George O'Grady as CEO. Morgan:
"I don't think the sport's in trouble but I do think that those who are in charge of the game need to be brave. They need to take some risks." Morgan also believes Olympic inclusion "provides genuine grounds for optimism." He said, "Now is the time because in 18 months the whole world will be exposed to golf through the Olympic Games. That cannot be underestimated. This will broaden the appeal and, if they can get the appeal right with new superstars, there's a self perpetuation" (BBC, 1/19).
