GBR Friday | Golf Real State: Top Markets and Investment Trends for 2025. Is Now the Time to Invest?
Every Tuesday and Friday Morning We Bring You the Ten-Minute Summary of What's Happening in the Golf Industry. Grab Your Favorite Beverage and Catch Up With Everything You Need to Know.
Hello, GBR community; it’s the end of another week, and the world of golf throws up more stories to share with you.
Before we dive into this week’s newsletter, there are two things to mention. If you haven’t had a chance to read the exclusive extract from the new book The Unconquerable Game - My Life In Golf & Business by Ely Callaway, you can read it in last GBR Tuesday. We will come with more next Tuesday.
Secondly, we send our condolences to Tiger Woods and his family after the announcement of his mother, Kultida Woods, 's death on Tuesday. Woods has often acknowledged that his mother’s role in developing him into the golfer he became was equally important as his father’s, Earl Woods.
Moving on, let’s look at the key stories in the following areas of the golf world that have taken place since Tuesday’s GBR:
Industry
Circuits
Equipment
People To Watch
Must Read/Watch
Just For Paid Subscribers: Golf Real Estate Boom: The Best Destinations for Buyers in 2025
1. INDUSTRY
GOOD GOOD GOLF EXPANDS NBC SPORTS DEAL, BUYS STAKE IN TGL’S LA GOLF CLUB
Good Good Golf has expanded its partnership with NBC Sports and secured an ownership stake in TGL’s LA Golf Club, marking a significant step in its evolution beyond YouTube.
The partnership announcement coincides with the Good Good GolfNow Desert Knockout Presented by Underdog, a made-for-TV event airing Wednesday night on Golf Channel and Good Good’s YouTube channel. It features a mix of golf content creators and professional players from Grass Clippings in Tempe, Arizona. This extended agreement will feature more Good Good Golf content on NBC networks, capitalizing on the brand’s unique ability to engage younger audiences outside traditional golf media.
The move reflects NBC’s acknowledgement that YouTube creators are reaching demographics traditional golf broadcasts struggle to capture, making this a mutually beneficial partnership. Good Good’s investment in TGL’s LA Golf Club further solidifies its presence in professional golf, aligning its content and promotional efforts with the high-tech league’s mission to grow the game. However, while Good Good expands into new ventures, its apparel ambitions remain separate from TGL merchandise, as league players, including Collin Morikawa and other stars, are bound by existing equipment and apparel sponsorships. You can read more of James Colgan’s article at Golf.com here.
ENGLAND GOLF BREAKS RECORD WITH OVER 10 MILLION ROUNDS PLAYED IN 2024
Golf participation in England reached a historic milestone in 2024, with more than 10.2 million rounds recorded through the World Handicap System (WHS)—the highest annual total since the system was introduced in 2020. According to England Golf, the record-breaking year saw 811,712 more scores submitted than in 2023, reflecting an 8.63% increase in overall rounds played. Male golfers contributed 754,009 additional scores (up 8.93%), while female golfers recorded a 5.98% increase, adding 57,703 more rounds. The rise in participation follows the post-pandemic boom in golf that began in 2020, reinforcing the sport’s sustained growth across England.
Notably, nine-hole rounds surged by 17.89%, with over 142,000 more scores recorded, while competition rounds increased by nearly 5%. The biggest jump came in 18-hole scores, which saw a 7.78% rise, equating to almost 670,000 more rounds played. With England Golf reporting unprecedented engagement levels, the sport appears to benefit from increased accessibility, a growing player base, and a lasting interest in competitive and recreational golf. Alistair Dunsmuir’s full article in The Golf Business can be found here.
UNDER ARMOUR SIGNS RASMUS NEERGAARD-PETERSEN TO APPAREL AND FOOTWEAR DEAL
Under Armour has signed DP World Tour player Rasmus Neergaard-Petersen to an exclusive apparel and footwear deal, adding the rising Danish star to its growing roster of professional golfers. The 25-year-old, currently ranked 107th in the world, made his official debut in UA gear at the Dubai Desert Classic. The partnership was unveiled at UA’s Golf Performance Centre at Stoke Park in Buckinghamshire, where Neergaard-Petersen underwent UA’s footwear optimisation process. Using Biomecaforce AI-driven force plates, launch monitor data, and SIDAS Podiatech technology, he saw an increase of 2.5 mph in clubhead speed with a 5-iron and a 5% boost in peak vertical force, reinforcing the performance benefits of UA’s cutting-edge footwear design.
His signing follows Under Armour’s continued expansion into professional golf. Christo Lamprecht, Kris Kim, PGA Tour winner Maverick McNealy, and three-time major champion Jordan Spieth are also on the UA Tour staff. With a decorated amateur and collegiate career behind him, Neergaard-Petersen is poised to make a strong impact in his first full season as a professional, now equipped with Under Armour’s latest performance technology. The full press release is available here.
RIYADH AIR JOINS LIV GOLF AS OFFICIAL PARTNER IN MULTI-YEAR DEAL
LIV Golf has secured a major sponsorship agreement with Saudi airline Riyadh Air. Announced ahead of LIV Golf’s season-opening event at Riyadh Golf Club, the multi-year partnership will see Riyadh Air receive on-course branding, hospitality opportunities, and TV exposure across all 14 events in 2025. With tournaments spanning Asia, Australia, Europe, and North America, the deal strengthens Riyadh Air’s push into global sports sponsorships, adding to its high-profile agreements with Atletico Madrid, Concacaf, and the WTA Finals.
Set to begin operations this year, Riyadh Air has identified sports as a key marketing pillar, leveraging major international events to build its brand presence. LIV Golf’s expansion and global reach align with the airline’s strategy, giving it visibility in top-tier sporting markets. Full story by Tariq Saleh in SportCal can be read here.
PLATFORM GOLF MAKES STRONG IMPRESSION AT PGA SHOW WITH INNOVATIVE TRAINING TECHNOLOGY
PLATFORM Golf’s revolutionary TrueSlope Platform received widespread acclaim at the PGA Show in Florida. PGA Professionals, coaches, and industry leaders praised its ability to replicate real on-course conditions indoors. The technology pairs a tilting green and uneven-lie approach system with cutting-edge SSG Software. It marks the first-ever moving platform for integrating directly with golf simulators in real time.
The innovation has already garnered significant industry recognition, with the GolfBusters YouTube channel naming PLATFORM Golf as the top product of the show. Beyond its physical capabilities, the technology will serve as a digital hub, allowing golfers and instructors to connect, train, and compete in an interactive online community. Full press release available at The Golf Wire.
CLUBLINK ACQUIRES DEER CREEK GOLF COMPLEX IN $45 MILLION DEAL
ClubLink Corporation ULC, Canada’s largest golf course operator, has acquired Deer Creek Golf & Event Centre in Ajax, Ontario. The deal, valued at $45 million, expands ClubLink’s portfolio to include one of the country’s most prominent golf destinations. The 445-acre property, established in 1989, features 45 holes of championship golf, a nine-hole short course, a large driving range, and a 57,000-square-foot clubhouse and event centre. Located minutes from major highways, Deer Creek will continue operating as a Daily Fee Club, catering to public golfers, members, tournaments, weddings, and events, ensuring the facility remains a key hub for golf and hospitality.
ClubLink Chairman and CEO Rai Sahi expressed appreciation for the Coughlan Family, who developed Deer Creek, stating that the acquisition reinforces ClubLink’s commitment to delivering premier golf and hospitality experiences. Scott Collins, Deer Creek’s President and CEO, added that ClubLink is well-positioned to uphold the property’s legacy of excellence, originally envisioned by Jerry Coughlan. ClubLink now operates 47 championship and academy courses across 35 locations in Ontario, Quebec, and Florida, with the Deer Creek acquisition further strengthening its presence in the Canadian golf industry. Full press release available on Global News Wire.
2. CIRCUITS
PGA TOUR SEEKS TRUMP'S HELP IN GOLF MERGER TALKS WITH SAUDI BACKERS
PGA TOUR Commissioner Jay Monahan and Player Director Adam Scott met with U.S. President Donald Trump on February 4, 2025, as negotiations with Saudi Arabia’s Public Investment Fund (PIF) near a resolution. In a joint statement, Monahan, Tiger Woods, and Scott acknowledged Trump’s role in facilitating discussions aimed at unifying men’s professional golf following nearly three years of division between the PGA Tour and LIV Golf.
“We know golf fans are eagerly anticipating a resolution to negotiations with the PIF and want to thank President Trump for his interest and long-time support of the game,” the statement read. “We asked the President to get involved for the good of the game, the good of the country, and for all the countries involved. We are grateful that his leadership has brought us closer to a final deal, paving the way for reunification of men’s professional golf.” While no formal agreement has been announced, the meeting signals that discussions are advancing toward a long-awaited conclusion to heal the divide in men’s professional golf. The short statement is available to view on the PGA Tour’s website.
FOX SPORTS UNVEILS FULL 2025 LIV GOLF BROADCAST SCHEDULE
FOX Sports has announced its complete 2025 LIV Golf schedule, featuring nearly 210 hours of live coverage across its platforms, with more than 60 percent of the league’s schedule airing on FOX or FS1. The season started yesterday with the first round nighttime action at Riyadh Golf Club, with stateside play beginning at Trump National Doral in Miami on April 4. Coverage will shift between FOX, FS1, FS2, and the FOX Sports App, with key stops at Robert Trent Jones Golf Club (June 6), Maridoe Golf Club (June 27), and Bolingbrook Golf Club (Aug. 8), leading up to the Individual Championship at The Club at Chatham Hills (Aug. 15). The season will conclude with the LIV Golf Team Championship at The Cardinal at St. John’s Resort in Michigan (Aug. 22-24), where a team champion will be crowned live on FOX at 4:30 PM ET on Aug. 24. All events will also be streamed live on the FOX Sports App and LIV Golf+. Full press release available on the LIV Golf website.
PGA TOUR LAUNCHES FIRST-EVER OFFICIAL MOBILE GAME ON APPLE ARCADE
The PGA Tour has officially entered the mobile gaming market with the launch of “PGA TOUR Pro Golf” on Apple Arcade, marking the platform's first officially licensed PGA Tour title. Developed by HypGames, Inc. The game allows fans to experience iconic courses such as Pebble Beach, Bay Hill, Harbour Town, and TPC Sawgrass from their phones. Unlike other mobile golf games, PGA TOUR Pro Golf offers a more immersive experience, featuring real-world venues, dynamic gameplay, and precision shot-making.
In addition to solo play, PGA TOUR Pro Golf includes a real-time head-to-head mode. This mode allows players to compete in ranked leaderboards, daily tournaments, and multi-day events to earn rewards and unlock new gear. Designed for quick, engaging play, accurate course recreations, fast-paced competition, and exclusive Apple Arcade availability, PGA TOUR Pro Golf can be downloaded for iPhone, iPad, Mac, Apple TV, and Apple Vision Pro2. More information on PGA Tour Pro Golf is available here.
LIV GOLF LAUNCHES "LONG LIV GOLF" CAMPAIGN AS 2025 SEASON TEES OFF
As the 2025 LIV Golf season begins at Riyadh Golf Club, the League has unveiled "Long LIV Golf", a global campaign to redefine how golf is experienced and enjoyed. At the heart of the campaign is a film titled "A Few Thoughts," featuring LIV stars Bryson DeChambeau, Dustin Johnson, Phil Mickelson, Jon Rahm, and Cameron Smith, alongside a cameo from celebrity jeweller Ben “Baller” Yang. The video, produced in partnership with BBDO New York and directed by Anthony Mandler, explores the future of golf through a playful exchange between DeChambeau and his fictional caddie.
The campaign will debut during Super Bowl LIX, with regional airings in New York and Los Angeles, before rolling out across LIV Golf’s digital channels and media partners worldwide. Beyond the initial film, the campaign will feature social-first initiatives, creator-led content, and additional tune-in films designed to engage golf fans throughout the season. The full press release is available here.
USGA ANNOUNCES NEW U.S. OPEN EXEMPTION PATHWAYS, INCLUDING LIV GOLF PLAYERS
The United States Golf Association (USGA) has unveiled its exemption criteria for the 2025 U.S. Open at Oakmont Country Club, introducing a new pathway for LIV Golf players to qualify for the championship. For the first time, the top player not otherwise exempt from the top three of the LIV Golf Individual Standings as of May 19, 2025, will receive a full exemption into the U.S. Open. Additionally, the top 10 players from the LIV standings as of April 7, 2025, will be exempt from local qualifying, offering them a clearer route into the major.
Looking ahead to 2026 at Shinnecock Hills, the USGA has expanded this exemption, granting two full exemptions to LIV players based on their standings and extending local exemptions to the top 10 LIV finishers from the previous season. These changes mark a significant development in ensuring LIV Golf’s top performers have a direct path into the U.S. Open alongside major champions, PGA Tour and DP World Tour standouts, and elite amateurs. The full exemption pathways can be found here on the USGA’s website.
LPGA INTRODUCES STRICTER PACE-OF-PLAY PENALTIES AHEAD OF FORD CHAMPIONSHIP
The LPGA has introduced a new pace-of-play policy to speed up rounds, with penalties and fines now in place for players exceeding the time limit on shots. The system, set to take effect at the Ford Championship on March 27, imposes fines for delays of one to five seconds, a one-stroke penalty for six to 12 seconds over the limit, and a two-stroke penalty for delays of 16 seconds or more. The policy was discussed at a players' meeting ahead of the Founders Cup, where it was reportedly well received, though some details on enforcement are still being finalized.
Slow play has long been a concern in professional golf. While questions remain about the logistics of penalty implementation, the policy signals a strong stance from the LPGA as it seeks to enhance tournament flow and broadcast appeal. More details can be found in Max Schreiber’s article in Sports Illustrated.
LIV GOLF SECURES FREE-TO-AIR BROADCAST DEAL WITH ITV IN UK
LIV Golf has signed a landmark broadcast partnership with ITV, making it the only free-to-air golf available in the UK. Starting with the second round of the season-opener in Riyadh on Friday, ITVX will serve as the primary streaming platform, with selected live broadcasts airing on ITV1 and ITV4 and a weekly highlights show on ITV4.
LIV executives have hailed the agreement as a significant breakthrough, complementing recent international deals with Coupang Play in South Korea and Movistar Plus+ in Spain. As LIV continues its expansion into new and existing markets, the ITV partnership ensures increased accessibility for UK golf fans, reinforcing the league’s ambition to reshape professional golf with its 54-hole format, team competition, and high-profile player lineup. Ben Parson’s article in Bunkered has more information on the deal.
TGL ANNOUNCES WHISTLEPIG WHISKEY AS OFFICIAL PARTNER FOR INAUGURAL SEASON
TGL has named WhistlePig Whiskey its official whiskey, marking the league’s first official partnership with an alcoholic beverage brand. The deal includes national ad placements, in-competition integrations, digital and social media content, and a fan experience activation at the SoFi Center called "PiggyWagon", where signature WhistlePig cocktails will be featured. The partnership underscores TGL’s strategy of combining high-energy competition with an immersive fan experience, aligning the Vermont-based distillery with one of golf’s boldest new ventures.
With WhistlePig’s addition, TGL now boasts 15 commercial partners, including SoFi, Genesis, Businessolver, Best Buy, FanDuel, KPMG, and Samsung. Full TGL press release available here.
3. EQUIPMENT
WILSON LAUNCHES DUO SOFT TRK 360 WITH UNIQUE ALIGNMENT AID
Wilson has unveiled the new DUO Soft TRK 360, a budget-friendly golf ball featuring a 360-degree alignment track designed to assist with tee and putting accuracy. The TRK 360 is built on the foundation of the DUO Soft released last month but now integrates Wilson’s black-and-red visual guide for improved aim. The ball is a low-compression, two-piece ionomer design, making it one of the softest options on the market. While such alignment aids are common in premium models, Wilson’s latest release is a rarity in the low-cost, low-compression category.
The DUO Soft TRK 360 is aimed at golfers who prioritize forgiveness and straight flight over aggressive green-side control. Wilson’s latest offering adds a visual aid without increasing cost, giving recreational players an additional performance benefit in an affordable package.
Priced at $22.99 (£18.50, €21.99) per dozen. Available in white only. More details are available at Wilson Golf.
4. PEOPLE TO WATCH
Cheyenne Woods has been named the host of "Tee to Dream," a new GolfPass original series premiering on February 11, focusing on professional golfers using their charitable platforms to transform lives. The series, produced with assistance from the PGA Tour, follows players on and off the course as they work to uplift underprivileged youth and communities through philanthropy. Press release on First Call Golf.
Todd Barker, superintendent at Fore Lakes Golf Course in Taylorsville, Utah, has been elected the 88th president of the Golf Course Superintendents Association of America (GCSAA). Barker, a 21-year member of GCSAA, previously served as vice president in 2024 and has been a board member since 2018. More information on Todd’s background can be found in the press release issued by the GCSAA.
Dubai Golf has appointed Stephen Hubner as the new Club Manager of Emirates Golf Club and Dan Naudo to the same role at Jumeirah Golf Estates. Hubner, a 19-year veteran with Dubai Golf, brings extensive operational experience and deep regional knowledge, making him well-suited to oversee one of the Middle East’s most prestigious clubs.
Naudo joins Jumeirah Golf Estates with a strong background in managing elite golf and leisure facilities across the UK and the Middle East. His previous roles include Head of Operations at London Golf Club and Director of Operations at Fairmont St Andrews, where he was instrumental in hosting multiple DP World Tour events. More information available at Golf Business News.
5. MUST READ/WATCH
We are nearly a month into TGL. The new tech-focused league has raised some good points - shot clock, but the tech is creating more talking points for ongoing issues. Tommy Fleetwood was the latest casualty, hitting a full shot, which only went 39 yards, according to the system. Are these just teething problems, or are there more ingrained tech issues for TGL? Sean Fairholm’s article in My Golf Spy examines the issues in more detail.
How do tour players prepare for a new season? The latest video on Titleist’s YouTube channel delves into the process of players like Justin Thomas, Ludvig Aberg, Will Zalatoris, and Lauren Coughlin preparing to compete in 2025.
Out of all the 25 James Bond films made, there are few more iconic moments than when Bond takes on Goldfinger in a matchplay game at Stoke Park Golf Club (especially if you are a golfer and a Bond fan!) Bunkered’s Michael McEwan uncovers golf's role in helping Ian Fleming create the superspy.
Wentworth Golf Club in Surrey, England, is one of Europe's most esteemed golf clubs. Trackman has released an interesting case study of how innovation through Trackman launch monitors enhances golfer’s experience at this venerable location.
6. JUST FOR PAID SUBSCRIBERS
IS GOLF PROPERTY A GOOD INVESTMENT IN 2025?
Investing in real estate remains a popular strategy for wealth accumulation, and within this space, golf properties have carved out a niche for investors seeking both lifestyle and financial returns. With the start of 2025, the market presents unique opportunities and challenges for those considering golf-related real estate. This analysis examines key trends, benefits, risks, and the performance of leading markets in the United States, Spain, Portugal, the United Arab Emirates (UAE), and South Africa to help investors make informed decisions.