United States Golf Association

The Deloitte-built augmented reality (AR) experience for the U.S. Open and U.S. Women’s Open deepened engagement with fans. With immersive, 3D models of multiple courses and a back end that processed static and real-time data feeds, fans could see 3D player shot comparisons and head-to head custom pairings.

We advised the USGA on how to further enhance its membership program to aid in growing membership participation and engagement. Through comprehensive analysis and identifying opportunity areas, we outlined potential approaches including refreshed member benefits, membership tiers and acquisition strategies for short and long-term implementation. The future has the potential to yield an even stronger value proposition to fans and golfers while driving increased membership and loyalty metrics for the USGA.

For more than a century, the USGA's Green Section has served golf by delivering expertise and funding innovative research on sustainable golf course management practices, with a focus on helping improve play quality, environmental sustainability and economic efficiency. Through target market assessment, future market size potential and other considerations, Deloitte supported the exploration of new approaches to expand the reach and elevate the value proposition of the USGA Green Section's diverse offerings.

When the USGA agreed to manage the World Golf Hall of Fame’s operations and re-open it as part of the USGA’s second headquarters in Pinehurst, North Carolina, it not only came with logistical considerations, but also tax implications—from income tax to sales and use taxes. Deloitte Tax LLP (“Deloitte Tax”) professionals presented various structuring options that could reduce time and administrative costs, while balancing stakeholder concerns around governance, oversight of the hall of fame induction process, and financial transparency. Deloitte Tax’s suggested approach addressed the USGA’s tax concerns while being more operationally efficient than the previously agreed upon structure. It’s just one more way Deloitte is helping the World Golf Hall of Fame, so it can celebrate golf and preserve the legacies of those who have made it great.

As the USGA looks to harness the power of its information, Deloitte brought together analytics and strategy to enhance the organization’s ability to make data-driven decisions in alignment with its long-term strategy around the engagement of members and fans. The USGA worked with Deloitte to assess the data it possessed and how to organize it. Deloitte practitioners conducted stakeholder interviews and mapped the various USGA data-capture moments, ultimately pulling together the organization’s data into a centralized data platform. This repository will enable the USGA the ability to analyze and understand key trends across its fans and members, permeating potential refinements across its ecosystem—like its digital properties, membership offerings, and beyond—setting a strong foundation to help activate the brand and drive business outcomes.

We’re a proud supporter of the USGA Pathways Internship. The annual program introduces the interns, college and graduate students, to the game itself, the multiple aspects of the golf industry, and its myriad career opportunities—while immersing them in the operations of a championship. The 2025 U.S. Open will bring together 24 participants across 11 days of programming in the Oakmont, Pennsylvania, area.