Abstract: A golf cup insert has a funnel shaped body including a wall. The wall defines a first aperture having a diameter D1 and a second aperture having a diameter D2. The diameter D1 is sized to fit within a regulation size golf hole; the diameter D2 is smaller than the diameter D1. The insert can be used in a golf ball retrieval system to lift a golf ball out of a golf hole to assist the user and to prevent damage to the hole; the system also eliminates the need for any outside ball retrieval device.