R&A appoints Horan’s Modest! Golf to inspire future generations of golfers


Pop star Niall Horan in action during the pro-am event prior to the BMW PGA Championship at Wentworth Golf Club on September 18, 2019 in Virginia Water, United Kingdom. (Photo by Ross Kinnaird/Getty Images)

The R&A has appointed Modest! Golf to work on designing and developing a series of future grassroots programmes aimed at inspiring more young people into golf and retain them within the sport.

The new programmes will be launched later this year and provide more opportunities for young people to be introduced to golf through offering fun and accessible formats of the sport that are more in tune with how today’s generation uses its leisure time.

The arrangement will see focus on increasing the appeal of golf for young people by leveraging the power of influencers from the sports and entertainment world to present the sport in a more positive light to new audiences and challenge some of the more unhelpful perceptions that exist about golf.


Phil Anderton, Chief Development Offer at The R&A, said, “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.

“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.”

Niall Horan, founder of Modest! Golf, said, “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 Niall Horan and Mark McDonnell in 2016. It is responsible for the management of professional golfers including Tyrrell Hatton, Leona Maguire, Connor Syme, Olivia Cowan and Guido Migliozzi as well as world top 5 disability golfer Brendan Lawlor.

It also aims to promote inclusivity and opportunity through renowned 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.


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One response to “R&A appoints Horan’s Modest! Golf to inspire future generations of golfers”

  1. Bill Lawlor avatar
    Bill Lawlor

    So thrilled that Modest Golf and Niall Horan and the R&A are to take on such a wonderful role as this, in the growth and development of the game of golf. What a glittering prize it would be for Ireland if this initiative were to help the campaign for recognition and inclusion of the Disability Golfers like our Brendan Lawlor World Ranking Trailblazer for golfers with disabilities. This pandemic has had so devastating an effect on world sport in general, and on golf also, that something must be done now to show that our world bodies like R&A, USGA, European Tour, Olympics Councils, etc, are all more open and inclusive of all abilities in world sports, and in making the women’s sports more accessible! Bill Lawlor

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