How 3M Open Is Using Creators to Reach Young Golf Fans

Golf has traditionally appealed to boomers and older Gen X, as it was primarily targeted towards that demographic. However, recently, Gen Z has started showing interest in the aging sport, and marketers are beginning to take notice.

Golf influencers are making quite a splash with Gen Z, especially considering how important niche marketing has become. For brands wanting to team up with golf influencers or roll out golf-themed campaigns, exploring creative collaborations is the way to go. 

Working with golf fans and creators not only helps create genuine connections but also allows brands to adopt direct-to-consumer strategies that can really tell their stories, according to marketers.

To attract the Gen Z demographic, the 3M Open has partnered with a new wave of creators and collectives who reflect the evolving culture of golf. Collaborations include premium lifestyle brand St. Andre Golf, viral creators like Josh Mayer and Snappy Gilmore, music-golf hybrid DJ Thoma, and inclusive groups like Vibez Golf Club. Emerging media talents such as Emma Carpenter, along with crossover athletes Mike Conley and Kyle Rudolph, also help bridge the gap between traditional golf and pop culture. 

These aren’t just one-off appearances as many of these creators are embedded into the tournament experience, producing on-site content, leading fan activations, and driving golf’s relevance among younger, more diverse audiences.

Mike Welch, Tournament Director of the 3M Open, believes the COVID-19 pandemic played a major role in sparking Gen Z’s interest in golf. As one of the first sports to return thanks to its outdoor, socially distanced nature, many in the Gen Z demographic tried the game for the first time. Welch noted that newcomers quickly discovered what longtime golfers have always known: golf offers meaningful social connection, professional networking opportunities, and valuable time alone, all of which contribute positively to mental health.

“With new demos entering the golf fan space, it provided a larger audience for golf creators to explore,” said Welch. “At the 3M Open, we started events to provide these creators a platform to showcase their personalities and allowed them to connect to both our onsite fans and social media audience in a unique and authentic way.”

Since the rise of Gen Z, 3M Open has indeed adjusted its marketing strategy while continuing to serve its core audience. According to Welch, more attention and its marketing budget has been directed toward engaging what they describe as “golf-curious” individuals.

Those are people who may only play once or twice a year but are active in golf-adjacent social spaces. At the same time, the brand remains committed to targeting traditional golf fans who follow the 3M Open, as it continues to showcase 156 of the best players on the PGA TOUR.

When golf influencers post content, their audiences feel a real bond since they share the same interests and passions. This connection leads to more engagement and builds stronger loyalty to the brand. So, teaming up with golf influencers can be a game-changer for brands wanting to tap into this enthusiastic community.

Other brands like Five Iron Golf, Starter, and the DTC brand PuttAIM also connected with the Gen Z audience and did campaigns around golf as well as content creation opportunities. The brands recognize that golf is no longer seen as exclusive or outdated, but instead as a lifestyle and social experience that resonates with younger, more diverse audiences.

Connor Beitel, an Activation Strategist and expert in Performance Media at True Media, observed that the rise in golf’s popularity over the past five years has changed how players engage with the sport, both on and off the course. Beitel noted that today’s content creators are moving beyond traditional tips, tournament recaps, and training advice. Instead, they are incorporating elements like comedy, streetwear, challenges, and commentary to connect with a new generation of players. 

“For a sport deeply rooted in tradition, Gen Z golf influencers are ushering in a cultural shift that’s redefining the game and it’s here to stay,” said Beitel, adding that this shift has significantly altered the way the sport is perceived.

A survey of over 700 North American golfers by Lightspeed found that 51% of Gen Z participants cited mental health and self-care as their top reason for playing golf. Solo rounds were particularly appealing, with a majority saying it helped them take time for themselves. Millennials and Gen X shared this sentiment, making self-care a key driver across younger demographics.