Got new rules

The GIST: Golf is seeing an unprecedented glow-up, with the game becoming increasingly younger and diverse. With more people picking up the clubs than ever, PGA Tour Superstore president Jill Spiegel spoke with The GIST last week about the major trends driving the sport, including how women and fashion play a major role. Par for the course.

🏌️ The pandemic changed golf, especially for women. COVID-19 restrictions meant increased social isolation and time spent outdoors, which boosted interest in the sport. Since 2019, golf participation of women in the U.S. has grown 45%. “Women represent 26% of all golfers, which doesn't sound like a lot, but not too long ago, it was in the mid-teens,” Spiegel said.

🌐 Golf is not for gentlemen only. The pandemic saw the sport diversify across several demographics, including age — Spiegel said the average golfer’s age has dropped about 10 years to the mid-forties. She also pointed out many young people are finding the fairway through Topgolf, as well as television and social media platforms.

• More than 123M Americans consumed golf in 2023 — that includes the traditional game, as well as entertainment sources like Topgolf, broadcasts of the majors, and even Netflix’s Full Swing. More than 50M people engaged with golf on social media, 80% of whom don’t even play on the green.

👖 Golf is leaning into the lifestyle space — and so are brands. Spiegel noted that golfcore is going mainstream, with products becoming much more lifestyle-oriented — a popular trend for women, especially since the pandemic. Now, people are wearing golf-inspired clothing to work and dinner and it’s becoming more hybridized, like how tennis skirts took over timelines this summer.

• And top men’s golf brands are realizing the sport is also a key avenue to reach women consumers. TravisMathew named Molly Sims its first brand ambassador for its women’s line last year and outfitted the 2024 Women’s Scottish Open, while Rhone launched a women’s golf collection and partnered with the LPGA and Epson Tour in January.

👗 Golfcore’s versatility and social media popularity are changing what people wear. Spiegel noted that golf skirts remain popular among women consumers, while dresses and joggers are becoming increasingly more trendy. “The interest is more in the silhouette of the product,” she said, compared to past emphasis on bold patterns. A fit for every situation.

The GIST: This week, the European Union’s (EU) top court ruled that some of FIFA’s rules around player transfer fees violate EU law following a successful suit by former Chelsea and Real Madrid men’s player Lassana Diarra. The decision is expected to have far-reaching implications, but one overlooked aspect is its potential effect on the new and improved NWSL market. Got new rules.

How it worked: Until now, if a player’s contract ended “without just cause,” their next club would often be saddled with a costly fee. After Diarra was terminated from a Russian club following a dispute in 2014, he tried to join a Belgian team, but his new club had to reimburse his former team for developing him. This caused Diarra to sit out the 2014-15 season, which prompted this lawsuit.

The ruling: With FIFA’s rules no longer at play in the EU, players can essentially breach their contract whenever they want, no just cause needed. This means players will have unprecedented power over where and when they sign, and there’s nothing keeping them tethered to clubs long-term unless new rules come into play.

• Not only does this ruling threaten the value of player contracts — clubs may be unwilling to pay millions for someone who could leave whenever — but it also affects the transfer fee economy. These issues are no longer present in American sports, where players’ unions negotiate contract terms with leagues and protect players from cases like Diarra’s.

The women’s soccer impact: The NWSL has made inroads with its latest CBA by abolishing the draft, putting it on par with draftless Euro leagues. This was explicitly done in hopes of making it an attractive destination for North American talent and international stars. The CBA also secures revenue sharing, protection against surprise trades, and guaranteed contracts.

• Add in the NWSL’s record valuations and media rights deal, and the league is quickly becoming a top spot for international athletes. However, with European players gaining more autonomy, the continent’s more established market might have just become a lot more attractive (and potentially lucrative) than before, which could staunch the flow of European talent to North America.

Looking forward: While the ruling threatens to upend the European transfer economy, the focus on player’s rights is more in line with the NWSL’s recent labor wins. It remains to be seen how this will impact the European and American markets, and if European clubs will continue to pay high premiums for less restrictive contracts. Watch this space.

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