COVERAGE: Memorial Tournament Sees Growth In Younger Audience

DUBLIN, Ohio — It has become quite apparent that golf has been on the rise, a transition which started during the pandemic, but in recent years has only grown with content creators who have opened doors for younger individuals to pick up the sport.

The ability for creators across both space and platform to make golf accessible and exciting has provided value that has been witnessed by many major decision makers.

Perhaps this was why in 2022 Augusta National Golf Club Chairman Fred Ridley brought out Dude Perfect, a quintet consisting of Tyler Toney, Cody Jones, Garrett Hilbert and both Coby and Cory Cotton, was invited to the grounds to combine with multiple-time major champion Bryson DeChambeau on an All Sports Golf Video.

Dude Perfect, which has 62.2 million subscribers as of this writing set out to excite fans while also entertaining all ages as the video included the playing of multiple holes consisting of equipment from several sports in an attempt to get the ball in the hole in the fewest holes. The video also included the traditional pond skip.

Four years later, when Ridley met with the media prior to the Masters, he seemed to have some second thoughts.

“A few years ago, we had Dude Perfect playing frisbee at Amen Corner,” he recalled to assembled media. “In retrospect, I like those guys, but that may not have been the best idea. But it does point out that we try things every once in a while, that are a little bit nontraditional.”

Indeed, the Masters has long had a tagline of ‘a tradition unlike any other,’ and perhaps there was some not as pleasant feedback from membership, but it does bring to question what the balance between acknowledging that tradition with moving the game forward and making it more accessible.

The Masters does participate in the annual Drive, Chip & Putt National Finals with the event being held at Augusta National.

It was a question Memorial Tournament Director Dan Sullivan pondered at the event’s media day earlier in May with youth interest and YouTube golf content creation both on the rise.

Last year, the tournament had several members of Good Good on the grounds the Sunday before the event, where they had access to Jack Nicklaus for several hours. The group also collaborated on merchandise available throughout tournament week. Additionally, member, Thomas “Bubbie” Broders was able to parachute down to the 18th green last year as part of Folds of Honor Friday.

At this year’s media day, the Good Good Golf Girls also had the opportunity to take on Muirfield Village Golf Club.

The Memorial Tournament also has moved its resale ticket base to Ticketmaster making tickets more accessible for all, while also offering a Gen 20 ticket in recent years for those aged 21-29, to buy discounted grounds tickets and have two drink tokens per ticket purchased.

All of this is part of the tournament’s response to making the event all ages and feedback as per Sullivan has been quite positive.

“There’s a respect for tradition, I don’t care what generation you are, that’s number one,” noted Sullivan. “If we put forth a really good product that is centered around golf, people will pay attention to it. Creating an atmosphere where people come out and connect with friends and family and have areas around the golf course where they can do that, we find that to be really beneficial to the tournament as well as to the fans. Over the years, namely the last couple of years, we’ve seen the demographic get younger out here.”

To Sullivan, this is not a pivot but an understanding of where the demographic is getting younger. It is identifying with golfers that have blossomed on the PGA Tour and that the community relationship and presentation of the golf tournament resonate with several different demographics and age groups.

This year’s tournament is the last of a trio of 50th anniversary celebrations. In 2024, Muirfield Village turned 50-years old, and last year was the 50th playing of the tournament, but in 2026 it will be the 50th anniversary of the tournament.

Plenty of activations have been thought of to promote the event which currently has nine of the top 10 golfers in the Official World Golf Ranking and nine of the top 10 in the FedExCup standings.

“It’s incredible that a guy who was in his late 20’s had the vision of bringing something to his hometown that stuck for this many years,” Sullivan stated of Nicklaus. “It took him a few years to get it together and actually do the first tournament in ‘76, but literally the same things that applied in ‘76 when he created the tournament still apply today. You heard from Jack, he is really passionate about making sure that’s the main thing. He doesn’t deviate, just make sure you do it right, you’re paying attention to the players, volunteers, patrons, and make sure you’re giving back. If you do those things well, then you’re going to be successful with it.”