Martin Slumbers, CEO of The R&A, addresses concerns about the financial sustainability in men's professional golf and the future of the sport
In a heartfelt address to the media ahead of the 152nd Open Championship at Royal Troon, Martin Slumbers, CEO of The R&A, shared his vision and concerns for the future of golf. As he prepares to step down from his role by the end of this year, Slumbers wanted to address his comments about the financial sustainability in the men's professional game and the need for a holistic approach to nurturing the sport.
"Golf is in many ways riding on the crest of a wave," Slumbers began, highlighting the recent surge in participation. "The golf industry is benefitting from a surge in participation, and more and more people are experiencing golf in all its forms. More than 100 million people experience the game in one form or another around the world."
Slumbers pointed to encouraging participation figures, stating, "The latest participation figures for 2023 showed that in the countries we're responsible for, there were 62.3 million people playing golf, which is a rise of 1.1 million on the previous year. These are very encouraging figures, but we have to maintain this momentum."
Whilst underscoring the importance of a sustainable business model for the sport. "If you look at golf as a pyramid, however strong the pyramid is at the top, it can only be sustained in the long term if the pyramid is equally strong at the base. We see that as our responsibility, and that is why we invest all of the proceeds from The Open back into the sport."
He then went on to emphasise the need to ensure that the recreational game thrives and that pathways are available for the most talented players to reach the professional level. "We can't do that if we neglect the base of the pyramid," he stressed. "The reason I'm raising this concern is frankly that I care deeply about getting more people into golf around the world and helping them to move through the levels of the sport if they have the talent and the motivation."
Slumbers highlighted the dual focus of The R&A on offering competitive prize funds for The Open while also prioritising participation and pathways in golf. "While we will always offer a very competitive prize fund for The Open, our wider focus is on increasing participation and improving pathways in golf. We have to make choices about how we allocate resources and make the resources we have go as far as they can."
He cited several participation programmes and initiatives supported by The R&A, including the Golf It! project in Glasgow. "One initiative is Golf It! in Glasgow. It's designed to bring more children and families into the sport and to break down barriers to entry. With its driving range and other facilities, we're embracing the wider community of golf, of people who consume golf in numerous different ways, whether it's through TopGolf simulators or pitch-and-putt courses."
Slumbers acknowledged the financial resources required to deliver such projects and stressed the need to find ways to sustain and expand these efforts. "It takes financial resources to deliver projects of this kind, and we have to find ways to do more of this if we're to accelerate and maintain the upward trajectory of golf's participation curve."
He also emphasised the importance of staying true to golf's core values. "But perhaps the most important component of all to golf's future success is staying true to its values. What sets golf apart from other sports is its ability to maintain a unique value set. It's a value set defined by integrity, personal accountability, and respect. These are precisely the values that sponsors want their products or services to be associated with and that are fundamental to golf's appeal. These values are golf's secret weapon, and we cannot afford to let them be diminished."
In closing, Slumbers expressed his optimism for the future of golf. "If we can achieve a sustainable business model and really engage in parts of the world where the growth opportunities are emerging, then there is a golden, perhaps once in a generation, opportunity to elevate our sport and make it a more popular participation sport than it has ever been, and I'm convinced that that is achievable."
Reflecting on The Open, Slumbers said, "The Open is one of golf's great showcases and one of the world's great sporting events. This week someone has the chance to become Champion Golfer of the Year and inspire millions of fans around the world. I hope you are all as excited to be part of that as I am for one more time. Thank you."
As Martin Slumbers prepares to pass the baton onto Mark Darbon, his final address as CEO of The R&A at The Open reflects his continued commitment to nurturing the sport from the grassroots to the professional level, a commitment that has been unwavering throughout his time at The R&A. It's safe to say he will leave the sport in the best possible position and will be a tough act to follow. Over to you (shortly) Mark!
