Disclosed is a photochromic golf ball with a one- or multi-piece structure, which comprises a photochromic compound. The photochromic golf ball reversibly changes between two different color states according to exposure to U.V. radiation associated with direct sunlight. The photochromic golf ball is white when it is shielded from direct sunlight, but changes in color when it is directly exposed to direct sunlight. In a golf ball structure having a core, an outer cover, and a transparent coating, the photochromic compound is present either in the outer cover or the transparent coating.