The Bay Golf Club and Flower Shop Are Here to Redefine Golf—Kind Of

When it comes to The Bay Golf Club, one of the founding teams in TGL presented by SoFi, there’s a lingering question on everyone’s mind: What exactly is TGL?

Is it golf? Yes. Is it a high-tech, indoor, made-for-TV version of golf? Also yes. But for many, the idea of a simulator-based, team golf league with virtual courses, mic’d-up players, and fast-paced gameplay still feels like a mystery. And that’s exactly what The Bay Golf Club, in partnership with independent agency Flower Shop, is leaning into as they gear up for the league and team’s debut in January 2025.

Whether you’re a diehard golf fan or just here for the spectacle, this bold and cheeky campaign is proof that the future of golf is anything but boring.

The Bay Golf Club, backed by Avenue Sports Fund and Bay Area icons Stephen Curry, Andre Iguodala, and Klay Thompson, has embraced the tongue-in-cheek campaign approach to introduce their team to the world. Since the team knew they wanted a “let’s not take ourselves too seriously” brand voice and approach to their marketing, they felt Flower Shop would be the perfect creative agency to partner with, in order to craft a brand identity that speaks to their Bay Area swagger while poking fun at the unconventional nature of TGL.

The campaign doesn’t shy away from the quirks. In fact, it makes them the centerpiece. Picture Shane Lowry nervously explaining what TGL actually is in a series of outtakes or a team member arriving at the “club” confused about the absence of a golf course—or even a pool. In one headline, Flower Shop asks the question everyone’s been wondering: “Is this even a real club?”

The Bay Golf Club blends irreverence, wit, youth culture, and championship spirit, fueled by its dynamic investors and the Bay Area's unique energy. But the campaign isn’t just about laughs. It’s about showcasing TGL’s larger ambition: to deliver a team-based version of golf like never before. And The Bay Golf Club is one of the two teams featured in the first ever match of TGL on Jan 7.  New York Golf Club will be their opponent.

“We’re thrilled to launch this campaign. These spots communicate the irreverence, wit, and infectious energy of our team's brand and showcase our players. Highlighting our players' personalities - young, fun, and playful, yet fierce competitors - was important as we are excited for the great energy that will come from TGL’s team-based format, says Ali Frost, CMO of The Bay Golf Club and golf marketing veteran.

TGL operates like other team sports—think hockey or football—where two teams face off, and only one emerges victorious. With its simulator-driven format and live-action components, TGL is tapping into a new audience—one that’s as excited about the personalities behind the sport as they are about the game itself.

For Flower Shop, this isn’t unfamiliar territory. The Lower East Side agency has made a name for itself crafting bold campaigns for clients, including their recent work launching team identities for the Professional Women’s Hockey League, a series of sports and brand campaigns for Topps, and helped Almave tequila launch their non-alcoholic tequila with Lewis Hamilton. But for The Bay Golf Club, they’re bringing a fresh perspective, one that seeks to make golf feel  approachable, dynamic, and—most importantly—fun.

“Golf has always been about tradition, but TGL gives us a chance to break the mould,” says Al Merry Co-Founder and CCO of Flower Shop “With The Bay Golf Club, we’re not just creating a team campaign, we’re creating something that feels bigger—a way for people who’ve never picked up a club to see themselves in the game.”

As part of the campaign, Flower Shop is developing content to build excitement and fandom ahead of TGL’s prime-time debut on ESPN. The Bay Golf Club’s visuals, voice, and personality aim to connect with new audiences who may never have considered golf before—while keeping long time fans curious and entertained.

And as a reference - all the nuances of this new team sport are explained at https://tglgolf.com/explained