UK golf-wear and equipment retailer American Golf is promoting a new generation of the sport’s “trailblazers… who are opening up the game to a diverse range of new players”.

In a commitment to driving inclusivity, the retailer has dubbed the group of young players ‘The Game Changers’ and intends to “use the power of its platform to amplify their voices and tell their incredible stories of overcoming adversity and prejudice”.

They include Mandi Large, the UK’s leading blind golfer who has been crowned the Blind British Open Champion; Ray Nyabola, who experienced at first-hand “casual prejudice that ethnic minority golfers can face on the fairway” and established the Black British Golfers organisation; Andrew ‘Beef’ Johnson “who exemplifies the power of golf to transform lives – rising from a working class background to the highest levels of the game”; and right leg and right arm amputee golfer George Blackshaw who has represented England Golf in the Disability Nations Cup.

American Golf said it will be showcasing the game-changers “with compelling content” across social channels, as well as offering help, advice and support to them.

Scott Taylor, Marketing and CRM Director at American Golf said: “As golf continues to evolve we’re seeing a whole new generation of players take to the nation’s fairways. We’re determined to do what we can to accelerate this change and open up the game to the widest audience possible.

“Our Game Changers exemplify this spirit and we’re delighted to partner with them to help amplify their voices and share their inspirational stories far and wide.”

The support includes: a sponsorship deal with Out2GolfUK for its tournaments; a representative joining Taylor on his Rainbow Roundtable podcast; supporting England and Wales Blind Golf events; individual sponsorship of Game Changer member Blackshaw; and exclusive discount offers on clothing and footwear to the Ladies Golf Lounge, the UK’s largest women’s golf group.