Challenge
With golf’s inclusion in the Olympic Games for the third time, the IGF (International Golf Federation) needed help to understand the global impact of the Paris 2024 Olympics on interest in golf and its athletes participating in the Games.
The Work
We adopted a comprehensive research approach that used various methods, including the analysis of digital signals alongside primary and secondary data, to understand the impact of the Olympic Games on interest in golf.
By examining social media data and other online sources, conducting surveys in 30 different markets, and analysing search engine information, we gathered valuable insights on media consumption, coverage and golf participation.
We also used advanced analytics and our SportOnSocial tools to process information from audiences that are typically difficult to reach.
Impact
We effectively demonstrated the direct impact the global exposure of golf via the Olympic Games had on the brand of golf and the broader golf community.
The reach of the Olympic Games elevated the profiles and personal brands of participating athletes, expanded the sport’s appeal, and has set the stage for continued growth and relevance in the competitive sports landscape.
Our research findings show how the Paris 2024 Olympic Games acted as a catalyst to boost interest and participation in, and engagement with, golf on a global scale.
