By Rob Starr, Big4.com Content Manager
Deloitte’s new agreement with the United States Golf Association (USGA) has been designed to accelerate the USGA’s impact on golf and foster greater collaboration and innovation to best serve today’s golfers and courses. In addition to its professional services help, Deloitte will support USGA championships and initiatives , including volunteerism programs , and the promotion of both inclusion and innovation for the golf community. Pete Giorgio, Leader of Deloitte’s Sports Consulting Practice and a Principal at Deloitte Consulting LLP, took some time to chip away at our questions.
What’s the history of the relationship between Deloitte and the USGA?
Deloitte began working with the USGA in 2014. Our first task was to assess the United States Golf Association’s existing programs and identify more effective means for the Association to engage with the modern golfing community. Through extensive research and analysis, we laid the groundwork for what promises to be ongoing and substantive changes for the golfing community at-large.
Above all, our assessment efforts and research indicate there is great opportunity to fortify the
relationship and modernize the delivery process for USGA and SRGA products and services to their extensive customer network and shared constituents—from golf and country clubs to golfers.
What is the focus of the new vision for the sponsorship?
As we see it, golf is a twenty-first century sport with an ever-growing audience and reach. And the USGA and Deloitte are committed to fulfilling a vision that places the USGA at the very center of that opportunity. Our sponsorship is central to that effort. That also means helping the Association lead the industry in the best interests of all of those who love and play the game.
To achieve that vision, working together, Deloitte and the USGA have refined the nature of the USGA’s value proposition to golfers and golf’s greater ecosystem. That vision translates to three main objectives: (1) deepen the connection to core golfers; (2) turn social golfers into USGA / golf association members; and (3) make it easy for new golfers to enjoy the game.
Beyond the more immediate and traditional benefits of a sponsorship—from media to hospitality opportunities—our ongoing focus will be to help this historic member organization solve its most complex business issues and continously refine its strategic approach.
Beyond the professional services work, how else will Deloitte be involved?
To many people, golf is much more than a game. It’s the embodiment of the values that speak to who we are at Deloitte. If you play the game, you know that golf develops your sense of friendship, competitiveness, and integrity. And we want to extend those values into the communities where live, work and serve.
So our involvement with the USGA will seek to underscore those values through a variety of fun and meaningful activities that engage our people and our stakeholders with the game of golf and everything it has to offer. Those efforts will highlight such important themes and issues as inclusion, volunteerism, and innovation in all its aspects—from business matters to community concerns. That also entails coordinating efforts at both the national and local levels.
What’s in the future?
The world of golf is now global. Today, golf is played across all of Asia—not just Japan—and its reach extends around the world to embrace the Americas, north and south.
We are looking forward to working with the USGA in an ongoing capacity to help it navigate the many opportunities that present themselves. As a game, golf is at an inflection point: it’s a time of innovation in delivering the game in new ways across generations; it’s a time of diversity and inclusion as literally hundreds of thousands of new players take up the game every year.
Just as golf is teeing off in a whole new direction, Deloitte wants to help set the pace and chart a path to success for the USGA and the game.