1. more Tension. more Competition. more Transparency. Julian Busch, Maximilian Emrich, Sebastian Griewing, Martin Schlappa franz.2015 13.04.2015 Revolutionizing the Idea of Olympic Golf

2. OG2020 WHU – Otto Beisheim School of Management13 April 2015 The current prejudices about golf make the sport appear less athletic than it actually is 2 Current Perceived Image A sport for old and rich men Sustainability is secondary Slow and time-consuming No excitement Intransparent and confusing Status Quo GoalsImpactActions Feasibility Agenda

3. OG2020 WHU – Otto Beisheim School of Management13 April 2015 Source: www.statista.comwww.statista.com Number of People Who Watched the U.S. Open on TV from 2008 to 2014 Source: www.statista.comwww.statista.com CAGR 2008-2013: 0.28% Moreover, we also face stagnating player and spectator numbers for several years worldwide 3 Number of Registered Golfers in Europe from 1990 to 2013 Agenda Status Quo GoalsImpactActions Feasibility

4. OG2020 WHU – Otto Beisheim School of Management13 April 2015 Thus, in order to tackle the major pains of golf, we designed the „Mission 2020“ that will bring a brighter future to the sport For more transparency among spectators 1 For more tension and excitement 2 For more competition 3 4 The Objectives of Mission 2020 Agenda Status Quo GoalsImpactActions Feasibility

5. OG2020 WHU – Otto Beisheim School of Management13 April 2015 Our Mission 2020 will be grounded on 5 actions that will change the game in a favorable way For more transparency among spectators 1 For more tension and excitement 2 For more competition 3 Mission 2020 Main Actions Supporting Actions Implementation of KO-system Introduction of new „out-of-the-putting-green“ rule 12 Reduction of holes played to 6 holes only Allowance of only Par 3 or Par 4 holes Graphical and statistical overviews on screen 345 5 Main and Supporting Implementations Agenda Status Quo GoalsImpactActions Feasibility

6. OG2020 WHU – Otto Beisheim School of Management13 April 20156 Agenda Status Quo GoalsImpactActions Feasibility We can see from our exemplary assessment of only two factors that there is a huge business impact Source: Mindshare Global Sport Index Source: The Futures Company Global Monitor 2011 Net business Impact  `Positive sentiment´ of people, who might consider themselves to become golf fans  Enhanced attractiveness turns people into fans or even players  Our implementations will persuade potential golf fans  Increase in the number of players  Higher demand for golf equipment  Golf clubs host more players and can benefit from more membership fees and personal training  Time pressure hinders people from playing golf  Especially in the fast- growing golf market in the Middle East and Asia  Many players might refrain from playing golf due to its time consuming format  Our shortened version of golf will enable people to play and enjoy golf  Increase in the number of players  Golf tourism industry benefits due to an increased demand in golf vacations  Better utilization of urban golf courses Interpretation Effects due to Mission 2020 Net Business Impact

7. OG2020 WHU – Otto Beisheim School of Management13 April 2015 Our Mission 2020 and its changes prove to be sustainable on all three levels Ecological Economic Social 7 Economic, Social and Ecological Sustainability Agenda ▪All in all, there is no need for any further modifications of the golf course ▪Introduction of more Olympic format courses reduce the overall size and the usage of natural resources ▪Decreasing per capita water consumption ▪Increasing attractiveness benefits the entire golf industry ▪New marketing opportunities and an increased group of spectators ▪New events in the Olympic format might emerge ▪Almost no one-time costs and potentially lowered cost as losers leave earlier ▪Improved attractiveness is likely to attract more players ▪Reshaped image that encourages golf clubs to promote young talents ▪Golf’s charitable impact in 2011 was $3.9 billion Status Quo GoalsImpactActions Feasibility

8. OG2020 WHU – Otto Beisheim School of Management13 April 2015 = easy to implement = feasible under certain requirements = hard to implement All in all, our actions are pretty feasible and no push backs are to be expected ActionsReferenceFeasibility Implementation of KO-system ▪Tennis ▪Any kind of World Cup such as soccer and handball Introduction of new „out-of-the- putting-green“ rule ▪Basketball‘s 3-points rule Reduction of holes played to 6 holes only ▪Olympic triathlon is half the iron man distance ▪Cricket „Twenty20“ Allowance of only Par 3 and Par 4 holes Graphical and statistical overview on screen ▪Formula 1 ▪Ski jumping 8 Taking Reference to other Sports Agenda Status Quo GoalsImpactActions Feasibility

9. OG2020 WHU – Otto Beisheim School of Management13 April 2015 Thank you very much for your attention. Team OG2020 Appendix