Brands must evolve and sports brands are no exception. But sports traditions are sometimes the most sacred of customs and golf may be the most brutal of masters. Golf is attempting thrive in an era that is changing so rapidly that the way a sport is consumed might be radically different in just one season. Does a round count at a Topgolf range and is a fan of an irreverent smartphone video worth the same attention as an argyle-wearing TV-watcher? How can golf keep the attention of potential fans? This panel will explore these challenges, examining what a game that can be burdened with its tradition and but lives by its history needs to do to survive the attention span of a 20-year-old.