Ken Lovell

1
Ken Lovell

• VP, Research Development
• PGA TOUR

2
Fan Base Growth
PROGRESS
Actual versus Projected Fans (Millions)
Source ESPN Sports Poll US Census
3
Fan Base Growth
GROWING INTEREST IN PROFESSIONAL GOLF
2004 versus 1999 Fan Base Change (Based on Total
Number of Fans)
Source ESPN Sports Poll US Census
4
Fan Base Growth
GROWTH IN KEY SUBGROUPS

• Percentage Increase Interested In Golf
• 31 Increase in African American Fans
• 47 Increase in Hispanic Fans
• 25 Increase in Female Fans

Source ESPN Sports Poll
5
Fan Base Growth
CORE FANS ALSO GROWING

• US Population Interested in Professional Golf
• 2004 v. 1999
• 19 Increase among Males
• 31 Increase among Adults Aged 45-54
• 44 Increase among Adults Aged 55-64
• 34 Increase among Adults Aged 65

Source ESPN Sports Poll US Census
6
Image Supports Progress
IMAGE IS A STRENGTH VERSUS COMPETITION
of US Saying Sports Image Is Positive
Source Market Tools, 2004
7
Image Supports Progress
ATHLETES ARE KEY AMBASADORS
of US Saying Sport Provides Good Role Models
Source Market Tools, 2004
8
Increasing Interest in the PGA TOUR
NUMBER OF OFFICIAL MARKETING PARTNERS UP 44
SINCE 2002
Source PGA TOUR
9
Increasing Interest in Domestic Global Fortune
Companies

• 14 increase in Fortune 500 Companies since 2002
• 28 increase in Fortune 100 Companies since 2002
• 40 increase in Global Fortune 500 Companies
  since 2002
• 32 increase in Global Fortune 100 Companies
  since 2002