May 19, 2021 | BY AAGD STAFF
An exciting multi-year campaign that broadens the definition of golf and invites everyone – especially those from underrepresented backgrounds – to engage with golf in their own way has launched as a collaborative effort across the golf industry to ensure the future of golf is open to everyone. An important part of this effort is making sure that people of all backgrounds have access to and feel authentically welcome in the game.
The campaign, introduced by PGA TOUR Chief Marketing Officer Matt Corey and led by the WE ARE GOLF Marketing and Communications Work Group, is designed to establish one unified voice to grow interest and participation in golf under its diversity, equity and inclusion collaborative and hopes to attract thousands of new golfers to the sport.
“There is a substantial history of exclusivity and divisiveness that is still in need to overcome in golf. For so many years, until 1961, the PGA of America prohibited Blacks from being members of their organization and many public and private golf courses and tournaments were strictly off limits, as well.
The ‘Make Golf Your Thing’ campaign is a step in the right direction and it clearly shows a commitment to growing diversity and inclusion in the sport,” says African American Golfer’s Digest publisher Debert Cook who also organizes group golf tours worldwide and specializes with trips into Africa. “Believe me, African Americans are particularly watching to see a scope of programs and practices that reflects their values, interests and participation in the game.”
“I believe that the titans of the golf industry recognize that everyone within the golfing sector will be defined by the leading organization which massively shape the look and feel of the sport. For example, the PGA TOUR, as organizer of the main professional golf tours played by men in the United States and North America and the PGA of America, one of the world’s leading sports organizations.
The campaign gets its musical composition from The Isley Brothers hit funk song, “It’s your thing,” that was released in 1969. A popular selection of the first verse of the lyrics:
"It's your thing, do what you wanna do I can't tell you, who to sock it to. It's your thing, do what you wanna do I can't tell you, who to sock it to."
For more information visit MakeGolfYourThing.
WE ARE GOLF was established to unite the golf industry and advocate in the game’s best interests, promoting engagement and inclusivity among the sport’s participants, while ensuring the health and prosperity of the $84 billion golf industry.
