Golf’s future: ‘Time and format can be looked at relatively easily’

Golf’s future has exciting potential, particularly with a young generation that has 25-year-old Rory McIlroy at its vanguard. Morgan accepts that this helps make the game remain attractive to sponsors.

He also believes Olympic inclusion provides genuine grounds for optimism. “Now is the time because in 18 months the whole world will be exposed to golf through the Olympic Games. That cannot be underestimated.

“This will broaden the appeal and, if they can get the appeal right with new superstars, there’s a self perpetuation.

“I’m not worried about the 72 holes stroke play format in Rio. I’m more worried that post the Games we are in a position to be selling this sport.

“It still has the most wonderful values with no corruption, so many good things. But if they don’t do anything about it [to capitalise on the Games], I fear that while it will still be very attractive to some people it might fall into slow decline.

“The potential of the diversity of the game has never been fully realised; that men and women, young and old can play at any level, from professional right down to the very grass roots.

“I believe golf has an opportunity to make itself more attractive and if they do, more sponsors will come in, more television will follow, more spectators will follow and the virtuous circle will grow,” Morgan added.

With big contracts up for renewal Morgan takes a firm business approach. There’s no suggestion HSBC are about to walk away from the game but equally no public guarantee they will continue to back golf.

It will be a balance sheet decision once the return on their investment has been fully analysed.

It is a sport where sponsorship is vital and Morgan accepts that for many years golf and the banking sector “have been a good fit”.

But HSBC’s sponsorship boss warns: “If in 10 years people are not engaging in the sport, not playing it or watching it and it’s not relevant to the people we want to do business with, it follows that it won’t be the right way to engage with them.”

It seems a message golf at all levels can can ill-afford to ignore.