The R&A launches Just Swing, a new global participation campaign
The R&A
05 Mar 25
3 mins
The R&A has introduced ‘Just Swing’, a new global participation campaign which has been developed to broaden the appeal of golf to new audiences and increase participation in the sport.
Specifically, the campaign encourages women, girls and those people who have an active interest in sporting activity to take part in golf by promoting its positive benefits and removing unhelpful barriers and perceptions. It also targets lapsed golfers to persuade them back into playing golf again.
Global appeal
Voiced by Hollywood actress and R&A Global Development Ambassador Kathryn Newton, the campaign features a cast of personalities who have taken up golf recently and will run on digital and social media channels to target audiences who have shown in interest in playing golf when shown its many health and social benefits.The R&A is working with national federations around the world to run the campaign in different languages, including English, Chinese, Japanese, Thai and Spanish, to support participation initiatives being offered in those countries during a time in which research shows that the sport is being played in greater numbers.
Golf is for anyone
Phil Anderton, Chief Development Officer at The R&A, said: “We want to shift the perception of golf by highlighting that it is a fun and healthy activity that can be enjoyed by everyone regardless of their age, ability or background. ‘Just Swing’ shows that golf doesn’t have to be complicated and that anyone can experience the joy of playing it if they want to.“Golf has seen a real boom in participation but we can only sustain this momentum by promoting the sport in the right way to audiences who have shown a real interest in its health and social benefits. This will result in more people, particularly women, girls and non-golfers, picking up a club and playing golf with friends and family more often.”
New generation
The campaign was piloted in Spain last year by the Royal Spanish Golf Federation in three local areas with the participating clubs enjoying an increase in interest among women and girls to join beginner programmes being offered at these venues.Promotional marketing and content will direct new and existing golfers to golf.golf, which will allow users to find beginner programmes at venues close to where they live, including driving ranges, simulators and municipal courses, as well as existing facilities.The campaign forms part of The R&A’s drive to boost participation by promoting the sport to new audiences and builds upon the launch of the ‘Just Swing’ game on Roblex, which is designed to attract young people into the sport through the popular, global gaming platform.
