In 2015, HSBC will renew golf sponsorship contracts worth millions, yet head of sponsorship, Giles Morgan, warns corporate support will disappear if the game continues to lose popularity. Digital communication and the constraints on people’s time have changed the way people view golf – it takes too long for a round. But, modifications to time and format could make the game attractive to many younger folks. Coupled with the exposure the 2016 Olympics will bring, Morgan believes this is an opportunity for the game to reinvent itself, much like cricket has done. To read more click here.