The rise of golf course advertising

Historically, golf course advertising was never formalised, nor officially permitted, but would appear on an ad-hoc basis, and more commonly, in the form of event sponsorship. The usual fly-by-night operators emerged and often converged in one environment, unfortunately with the result that relationships with both advertisers and golf clubs were soured.

Last year, the Vodacom Caddy Foundation, together with alternative media specialists, Altmedia, identified the need to create an entity that would offer a golf business solution. Golfcom was formed, operating a fully-fledged media services arm and continuing with the Vodacom Caddy Foundation's caddy management programme.

Golfcom now forms part of Altmedia, the alternative media arm of Clear Channel Independent. Explains Golfcom's Gavin Toet, "This partnership benefits us in terms of the international experience, expertise and infrastructure that we are now able to access. At the same time, the Vodacom Caddy Foundation's contribution is that of five-years of sound business practise, during which time, they were instrumental in formalising the niche caddy industry. The Vodacom Caddy Foundation is now lending its expertise to the formalisation of another niche industry."

Toet says golf advertising works because corporate decision-makers are targeted in their leisure time for a duration of at least five hours, whilst relaxed and removed from distractions. "The opportunities for advertisers to promote brands are endless - entrance signage, flags, ball washers, golf carts, caddy uniforms, to name a few. And, golf clubs benefit directly in the form of a commission or negotiated rate."

Since launching, Golfcom has secured the Vodacom and Telkom Club Menu Deal, and chalked up other top clients such as ABSA, Siemens, Volvo and HSBC. The company's strength lies in its ability to offer specialised campaigns and exclusivity, while Toet says their immediate focus is on securing a total of 120 golf courses.