"Golfluencer" Merch Teed Up to Boom According to Study from Roland DGA
IRVINE, Calif., Aug. 8, 2023 /PRNewswire-PRWeb/ -- More than half of US core golfers (55%) have bought merchandise from golf and sports social media influencers – golfluencers – as core golfers plan to spend as much as $40bn on golf-merchandise in the next 12 months*, according to a new study from Roland DGA and Censuswide. The research – a survey of core golfers (those that play at least 12 times a year) in the US – highlights how the rise of social media personalities means competition, or collaboration, for the likes of established golf brands.
Company partners with emerging golf social media influencer to launch custom line of merchandise
IRVINE, Calif., Aug. 8, 2023 /PRNewswire-PRWeb/ -- More than half of US core golfers (55%) have bought merchandise from golf and sports social media influencers – golfluencers – as core golfers plan to spend as much as $40bn on golf-merchandise in the next 12 months*, according to a new study from Roland DGA and Censuswide. The research – a survey of core golfers (those that play at least 12 times a year) in the US – highlights how the rise of social media personalities means competition, or collaboration, for the likes of established golf brands.
Roland DGA's data solidifies the growing theory that influencers have enough commercial clout to challenge traditional manufacturers, or, in many cases, work with brands to reach customers that professional golfers might not. Nearly a third of respondents state they see "no difference" between products from golfluencers and major brands, and two thirds see these products as "complementary." A big motivator for consumers to turn to their favorite influencers for golf merchandise is the trust they build with their online communities. More than 63% choose to purchase from an influencer because they trust their recommendations. Of those who have made purchases, more than half did so directly through their social media channels.
With more than 35% of core golfers surveyed prepared to spend between $1,000 and $5,000 on golf-related merchandise, the study suggests a massive opportunity for emerging social media influencers to monetize their brand through custom-printed golf balls, bespoke apparel, and made-to-order accessories. To show how easy launching a merchandise collection can be for influencers, Roland DGA is partnering with an emerging golfluencer to launch their own limited- edition, customized range of merchandise – all produced using Roland DG printers.
"Advances in printing technology mean that influencers and brands can customize virtually any piece of golfing equipment, with full-color graphics and no minimum orders like with traditional methods," said Dan Wilson, Vice President of Marketing and Customer Development at Roland DGA. "There is a huge and potentially lucrative market out there for brands who can create bespoke products for their audiences."
Roland DGA's partner in this endeavor is Franco Scarcello aka "Daddy Chungus," an up-and -coming golfluencer known for his lighthearted approach to the sport and a mission to make golf more accessible for everyone. Known for what he refers to as "the ugliest swing in golf," Scarcello has built his community on the basis of inclusivity – something that the collection of merchandise he is creating with Roland DGA will reflect.
Roland DGA's latest digital imaging technologies – including cutting-edge VersaUV® LEF2 benchtop printers and VersaSTUDIO BN-20 desktop printer/cutters – were used to customize the items Scarcello is offering his followers – golf shirts, bag tags, and ball markers. Each piece will feature the distinctive Daddy Chungus logo.
"I started my Instagram channel for fun about a year ago to show the 'real' side of golf – the chunks, the slices, the skulls. If you'd told me I'd be selling a limited-edition range of merch a year later, I'd have thought you were crazy," said Scarcello. "Most golfing gear is way too expensive, which creates an unfair barrier to entry for the game. This partnership with Roland DGA has allowed me to launch a new, affordable range of Daddy Chungus gear and give back a little to my community."
In addition to pricing the collection accessibly, Scarcello plans to donate 5% of every sale to the Crohn's & Colitis Foundation. As someone afflicted by Crohn's, Scarcello wants to use this opportunity to raise awareness and funds for a cause that is so close to his own heart.
Charitable giving is another way for golfluencers and their audience to connect on a more personal level. The vast majority of those surveyed (76%) say it is important that an influencer is associated with a cause or charity when purchasing their merchandise. To purchase from this limited edition collaboration and support the Crohn's & Colitis Foundation, keep an eye on Scarcello's social media channels and shop here.
A summary breakdown of Roland DGA's Golfluencer research can be found here. Additionally, Roland DGA also recently released an in-depth white paper outlining how golf merchandise manufacturers can utilize product customization to increase customer engagement and profit. Download the white paper here, or to learn more about the complete Roland DGA product line, visit http://www.rolanddga.com.
*The Roland DGA and Censuswide nationally representative survey found that, of the 16-and-older US population, 26.4m play golf more than 12 times per year. These core golfers plan to spend an average of $1,517 each on golf-related merchandise over the next 12 months.
About Roland DG Americas
Roland DG Americas serves North and South America as the marketing, sales, distribution, and service arm for Roland DG Corporation. Founded in 1981 and listed on the Tokyo Stock Exchange, Roland DG of Hamamatsu, Japan is a worldwide leader in wide-format inkjet printers for the sign, apparel, textile, personalization and vehicle graphics markets; engravers for awards, trophies, and giftware; photo impact printers for direct part marking; and 3D printers and CNC milling machines for the dental CAD/CAM, rapid prototyping, part manufacturing and medical industries.
Media Contact
Sarah Rachul
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Media Contact
Marc Malkin, Roland DGA Corporation, 800-542-2307, mmalkin@rolanddga.com
SOURCE Roland DGA Corporation
