The Ryder Cup: Rory McIlroy and the rise of the under 25 s

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1 The Ryder Cup: Rory McIlroy and the rise of the under 25 s London, 24 September With the Ryder Cup teeing off on Friday at Gleneagles, Scotland, the rivalry between the US and European teams has once again been rekindled. This year however, the spotlight is on golf s younger players for whom 2014 has proven fruitful. None more so than perhaps Rory McIlroy. The 25 year old s successes have certainly not gone unnoticed and according to Repucom s Celebrity DBI, his marketability has grown dramatically. In the past year alone, the amount of people in the US to have heard of the Northern Irishmen has jumped from two in five (40%) to almost half of the entire population (47%). This is almost double the amount of people who have heard of American talisman, 25 year old, Rickie Fowler (26%). The percentage of people that both like McIlroy and think he is an effective brand endorser has also shot up in the US. In September 2013, 84% of people that knew of the world s number one player said they liked him and % said he made for an effective endorser. One year on, these figures have grown to 88% and 85% respectively. McIlroy is leading the resurgence of young players in the game. Those 25 and under who are competing in this year s Ryder Cup include US Rickie Fowler (25), Jordan Spieth (21) and Patrick Reed (24) and Europe s Victor Dubuisson (24). As their profiles grow, so too are golf s younger audiences around the world and the Ryder Cup presents one of the best spectacles in golf to keep attracting this demographic. In Italy, since 2012, the percentage of golf fans aged has jumped from 24% to 31%. Similarly in Russia, the percentage has grown from 31% to 38% and in Spain, from 22% to 25%. Globally, Argentina has seen the biggest leap in young golf fans, from 21% in 2012 to 31% in Whilst globally, Malaysia boasts the highest percentage of young fans, where 40% of golf fans are aged 16-29, up from 31% in Jon Stainer, Managing Director of UK&I Repucom, said: We saw that people s perceptions of McIlroy at the beginning of 2014 were actually falling. In March for example, Rory s trust and likeability ratings were down on the previous year. However, following his resurgence in the second half of the year with two major victories and his climb back to World Number One, public perception has moved in a positive direction. The Ryder Cup offers a fantastic platform to promote and enhance a player s profile the team environment brings out the best in the players and really zones in on their inspirational qualities as athletes and ambassadors for the game. Understanding the role of public perception and the way it dictates a player s marketability is crucial for brands, event owners and the players themselves. With the rise in percentage of younger golf fans around the world, now is a great time to seriously look at the players coming up through the ranks and how their on course successes can have a direct link in attracting new audiences to the game. Richard Hills, Europe s Ryder Cup Director, said: "The Ryder Cup has a unique place in sport, let alone golf. Its ability to attract a wider fan base to golf is undisputed. The trend towards attracting younger fans is one we particularly welcome.

2 Firstly, the future of the game relies on youth participation and that starts with engagement in the sport. Secondly, the rising stars in world golf bring a modern, relevant appeal to a global audience and that has great value in building the long term appeal of the game's elite form. Finally, The Ryder Cup transcends sport - two of the most powerful legacies of this year's match are the clubgolf and Ryder Cup education programmes, both of which aim to develop and educate young people in ways that have a far greater impact than simply playing or watching golf." In his native UK, McIlroy s awareness figures are even greater. In September 2013, McIlroy was known of by almost three quarters of the total population (74%). Today, 83% of people living in the UK know of the player, % of which saying they like him and 80% saying that he is an effective brand endorser. In contrast in the US, Patrick Reed is known by 16% of people, ahead of Frenchman Victor Dubuisson (10%). The 24 year old French star is however known more widely in his native country, where over one in five (21%) know of him, 76% of which saying they like the player. 21 year old American, Jordan Spieth however is known by 21% of people in his native US, almost as many as compatriot Rickie Fowler, although public perception of the Spieth is dramatically higher. 95% of people that know of the Spieth say they like him and 90% say he is an effective brand endorser, meaning he poses the greatest potential as one of the most marketable players in golf in the coming years. --- Additional facts To date, McIlroy has nine US PGA Tour and nine European Tour victories. He became the first European to win three different majors and joined Jack Nicklaus and Tiger Woods as one of three golfers to win three majors by the age of 25. Since 2012, whilst the percentage of young fans globally has remained at 30%, the number of female fans has jumped. In 2012, 33% of all golf fans were women, today that figure is 40%.

3 RORY MCILROY S INCREASING MARKETABILITY ( ) Rory McIlroy s changing marketability in the US and UK (Sept 13-Aug14) DBI Score USA DBI Score UK Sep 2013' Mar 2014' Aug 2014' Perceptions of both US and UK markets towards Rory McIlroy by percentage of population (Sept 13-Aug14) All figures are in % Awareness Appeal Endorsement Sep 2013' Mar 2014' Aug 2014' Sep 2013' Mar 2014' Aug 2014'

4 RYDER CUP S MOST MARKETABLE PLAYERS AGED 25 YEAR OLD AND UNDER Ryder Cup players who are 25 and under ranked by their marketability, based on domestic perception DBI Score Rory Mcllroy Rickie Fowler Jordan Spieth Victor Dubuisson Patrick Reed Perceptions of domestic markets towards the player (percentage of population) Awareness Appeal Endorsement Rory Mcllroy Rickie Fowler Jordan Spieth Victor Dubuisson Patrick Reed

5 TOP 5 COUNTRIES TO HAVE HAD THE GREATEST INCREASE IN THE PROPORTION OF GOLF FANS AGED ( ) ARGENTINA % 31% MALAYSIA +9 31% 40% ITALY +7 24% 31% +7 RUSSIA 31% 38% SPAIN +3 22% 25% Increase in percentage points

6 About Repucom Repucom is a global leader in sports marketing research. Utilizing the leading technology and facilities for market research, media evaluation and commercial auditing, Repucom has created the industry s first global, full-service portfolio for sports marketing research and consultancy. The company provides a single, independent source of holistic market data and insights to help its clients achieve value in their marketing and sponsorship activities. Repucom draws on almost 30 years of experience and accumulated insights. The company has become established as the research provider of choice for over 1,000 of the top rights holders, brands, agencies and broadcasters in sports and entertainment worldwide. Your contact person TOM SCOTT Global PR Manager» Tel.: +49 (0) » Fax.: +49 (0) » tscott@repucom.net REPUCOM LUXEMBURGER STR COLOGNE GERMANY REPUCOM.NET