Golf’s 2020 Vision: The HSBC Report Golf’s 2020 Vision: The HSBC Report © HSBC 2012. For more information, please contact Steve Bradley of Hill+Knowlton Strategies,
[email protected] or +44 (0) 20 7413 3179, or Andrew Curry of The Futures Company,
[email protected], +44 (0) 20 7955 1839. Golf’s 2020 Vision: The HSBC Report was written by The Futures Company for HSBC. 2 Contents Foreword by Giles Morgan 6 HSBC Group Head of Sponsorship and Events Introduction 8 The Global Game 12 Gary Player on Golf 2020 20 The Innovating Game 26 The Tourism Dimension 36 The Green Green 44 Golf’s 2020 Vision 48 3 Executive Summary The trends which will shape the future of golf are the same trends that are shaping the future of the planet: the shift towards Asia, the increasing feminisation of the public world, urbanisation, the spread of digital technology, and resource and sustainability pressures. What is striking is the way in which golf—one of the world’s oldest sports—is adapting to these new challenges. 4 The professional game is already dominated by younger, profitable courses. Courses are being developed as part fitter players. A boom in the number of children playing of national tourism strategies in countries as far apart as the sport in China and India means that the next Vietnam, Abu Dhabi and Cuba. generation will increasingly be from Asia: players like Shanshan Feng and Andy Zhang are a sign of things to In a world of increasing sustainability challenges, the come. One reason for the game’s popularity in Asia is demands of the golf course for water and maintenance that Asian consumers are turning to leisure activities as can be controversial.