Golfers are passionate about golf and are willing to spend money to pursue their hobby as well as to keep up their lifestyle of quality products and travel.

You may not first think of golfers as those who seek out luxury and quality goods—in fact, if you’re not a golfer yourself, you probably picture them only as retired old men wearing a pair of cheap docker shorts with some old polo shirt from some golf trip they took a lifetime ago. But if that’s your mental image of golfers, you’re missing out on a great market with dollars to spend.

Despite smaller television ratings than football, basketball, and baseball—golf, by the numbers, remains a marketer’s dream. According to Nielsen, 27% of golfers earn $100,000 or more. And 43% of PGA fans are more likely than average U.S. consumers to own second homes, and 60% are more likely to own stocks or stock options, according to Simmons Market Research and Experian Information Solutions Inc.

“Golfers tend to seek out a luxurious type of experience with all of the products and services that they buy,” says Jon Last, vice president of corporate marketing, research and brand development for Golf Digest Publications. “In a lot of the research that we have conducted, the golf market tends to outspend even the most affluent people when you are looking in categories like travel, automobiles and real estate and, of course, within the golf categories as well.”