In 2023, the National Golf Foundation estimated that there were 11.5 million on-course senior golfers (aged 50 and over) in the U.S., accounting for 43% of all on-course golfers.
I couldn’t find any substantial statistical data on the participation of senior golfers in Europe.
The Legends Tour is the current name for the European Senior Tour (since 1992). It is the official tour for players aged 50 and above. The Legends Tour is part of the PGA European Tour alongside the DP World Tour and European Challenge Tour.
I am excited that Ryan Howsam, Chairman of the Legends Tour, is ready to share his inspiring insights on senior golf as a vibrant business opportunity and the bright future that awaits the Legends Tour.
What business opportunities do you see in senior golf and senior golf tournaments?
The significant aspect of senior golf is, first and foremost, the quality of the field we have at these tournaments.
When compared to the DP World Tour, which hosts some major tournaments, the names participating on our tour are often more recognizable to a broader audience.
For instance, in one of the events earlier this year, we had several Major winners, two Ryder Cup captains, and more than 10 Ryder Cup players – an impressive lineup. In that regard, I believe we feature names that truly draw attention.
But more importantly, and this is crucial for attracting sponsorship or enhancing our positioning, the over-50 audience is the biggest spender in golf.
They primarily possess disposable income and are the ones spending money. If you consider the ecosystem we’re building among our fan base, my group has about 10 million customers over 50, which we integrate into that ecosystem.
This ecosystem enhances tourism during our tournaments because of our promotional efforts.
To further expand our platform of engagement with the lucrative over-50 demographic, we are exploring exciting opportunities in golf properties, resorts, and apparel.
Leveraging the Legends Tour brand, our big-name players, our audience, and engaging content is key in diversifying our future revenue streams.
Picture our presenters showcasing a property, drones soaring over the resort, Major champions or Ryder Cup captains discussing the resort, and more.
This is a compelling platform to showcase a property to a qualified audience, driving sales and revenue.
Another area we are considering is apparel, with a particular focus on bridging the gap between golf and travel. Imagine a brand that does just that, endorsed by and worn by legends.
The ecosystem of Legends Tour golf fans, coupled with the Staysure audience, is a crucial, unique selling point, allowing sponsors to access that audience.
What are your sponsors’ expectations from Legends Tour sponsorship in 2025?
Well, they have different expectations. As I just mentioned, what’s appealing to sponsors is that we have a larger audience of over 10 million engaged people over 50.
In our ecosystem, we also have almost 2 million followers across various social channels, with YouTube being the largest. On one hand, it’s about engaging with the audience and promoting their brand across social media and in tournaments.
For instance, the highlights show is syndicated worldwide. What we’re finding from sponsors engaged with us is that they’re getting 3 to 4 times the value for the money they spend on the brand, which is quite compelling.
Furthermore, another significant aspect is that sponsors want to entertain their stakeholders. You may know that we’ve launched the in-tournament playing experience product called Legends Experience, where participants play in the tournament alongside the tour pros.
This allows them to play with one or two professionals for two days in front of crowds and TV cameras. The only places to do this are the AT&T Pro-Am at Pebble Beach or the Dunhill Links, but getting into those events is not easy.
We run that program at several tournaments alongside our regular events. We also have a typical pro-am and a celebrity pro-am, supporting charity and featuring big-name celebrities who participate.
Sponsors can view this as a way to engage their brand and connect with customers, but they can also see it from another perspective—entertaining their stakeholders.
In our ecosystem, we charge between $10,000 and $12,000 for an individual to play in the tournament.
Given that price point, those who engage and play tend to return repeatedly because they love it. They belong to a specific wealth category that sponsors also like to target.
Have you employed OTT* platforms to expand your reach among golf enthusiasts?
The only channel we’ve streamed on is YouTube, where we’ve delivered a ‘close-to-live’ stream shortly after the events.
We are exploring several OTT platforms for the 2026 season to build our audience engagement further and understand how our audience prefers to consume our content.
How will the PGA Tour and LIV Golf merger impact the Legends Tour?
My group owns the majority, and DP World owns the minority in the Legends Tour. If that merger moves forward with the PGA Tour, all the benefits and money will flow into the ecosystem.
At that point, you would think that if a merger occurs, the fact that we are in that ecosystem would benefit senior golf.
What does the Legends Tour look for in prospective tournament venues?
Primarily, we’re looking at venues with property and a hotel on-site because that’s the best experience we want to provide, with everything in one place.
We have had, or do have, some tournaments where the accommodation is not on-site, but in those cases, it needs to be an iconic venue with some history.
If it’s a new venue, it should still be a high-quality golf course. I would say that the quality of the golf courses our competitors are playing is better than those on the Champions Tour, for example.
We are very much a global tour and we play at some truly stunning venues – Trump International in Aberdeen, Apes Hill in Barbados, Costa Navarino in Greece, Mount Juliet in Ireland, Brocket Hall in England, La Manga in Spain, Belle Mare Plage in Mauritius, to name just a few.
Having that quality is essential for both us and the amateurs, as it allows them to play at venues they would want to experience.
For more information about the Legends Tour and Playing Experiences, visit www.legendstour.com.
*OTT stands for “over-the-top” and refers to technology (OTT services or platforms) that delivers streamed content via internet-connected devices. In mobile marketing, OTT is often explicitly discussed within the context of video content.