One of golf’s biggest challenges in diversifying the sport is access, such as funding for traveling to tournaments. In 2022, United Airlines leveraged their sponsorship with the PGA Tour to give over $500,000 in travel grants to 51 historically Black colleges and universities (HBCUs). 

‘Golf is Ours’ is a part of United’s vision to create bold, action-based creative under the motif Good Leads The Way. We saw an opportunity to tell the story on some of the grants’ recipients; young Black golfers. ‘Golf is Ours’ went beyond brand affinity, leveraging United’s platform to show why golf is for everyone.

This work’s ambition was to give Black golfers at HBCUs a platform to tell their story in their own voice, while raising awareness about United and PGA Tour’s sponsorship of HBCU golf programs.