The R&A has appointed Modest! Golf, founded by Irish singer-songwriter Niall Horan of One Direction fame, to work on designing and developing a series of grassroots programmes aimed at inspiring more young people into golf and retain them within the sport.
Set to be launched later this year, the new programmes will provide more opportunities for young people to be introduced to golf via fun and accessible formats of the sport that are more in tune with how today’s generation uses its leisure time.
The arrangement will focus on increasing the appeal of golf to young people by leveraging the power of influencers from the sports and entertainment world, presenting the sport in a more positive light to new audiences while challenging some of the negative perceptions that exist.
“Modest! Golf has a wealth of expertise and insight from the entertainment and sports industries that will be combined with our experience of developing golf around the world to establish exciting new initiatives aimed at reaching new audiences and inspiring more young people into playing golf with their family and friends,” said Phil Anderton, chief development officer at The R&A.
“Our relationship with Modest! Golf is built on a shared ambition for golf to be viewed as a fun, friendly and accessible sport that is inclusive of all people no matter their age, gender, ability or background. We look forward to working together to broaden its appeal through our networks in golf and encourage young people to enjoy its many social and health benefits,” he added.
Horan, an avid golfer who plays off a single digit handicap, noted: “I am so proud to work alongside The R&A in developing programmes to encourage and inspire more young people to play the game of golf. It is something my company Modest Golf is hugely passionate about and I am honoured that the chief executive Martin Slumbers, Phil Anderton and The R&A are entrusting my agency to help drive the game forward.
“The R&A has a long legacy within the game and I look forward to helping to create new and modern initiatives to showcase to the younger generation just what a great sport golf is.”
Modest! Golf evolved from entertainment agency Modest! Management and was founded by Horan and Mark McDonnell in 2016. Professional golfers in its stable include Tyrrell Hatton, Leona Maguire, Connor Syme, Olivia Cowan and Guido Migliozzi, as well as world top 5 disability golfer Brendan Lawlor. The company also runs events like the ISPS Handa World Invitational and the Horan & Rose charity tournament which has raised over £2 million for children’s charities across the world.
