By Paul Bryant Birdwell - paul@roaringforkagency.com - 415 730 - 4854
With the PGA Tour and LIV Golf Tours still talking about finding a way to merge their two tours a year after an agreement to call off their dueling lawsuits was announced in the Summer of 2023, professional golf is still rolling along and having some success with sponsorship with still one of the best demos in all of sports.
Some recent sponsorship wins for professional golf tournaments:
Amundi extends Evian Championships title sponsorship until 2030, Sports Pro Media
BMW takes the wheel as title sponsor of Australia’s prestigious PGA Championship, Sports Mint
Deere & Company celebrates 25th year as title sponsor of John Deere Classic, PGA Tour
PGA Tour inks new sponsorship deal for Kentucky event held in July, SB Nation
That’s the Good News, and there’s plenty of it, but there’s also the pleas from sponsors and events for the PGA Tour to figure out where the future of professional golf is going and really for someone to get the PGA Tour and LIV Tours back together, because a fragmented tour with LIV having a dozen or so of the biggest names in the golf world playing on its tour means those players are not playing in PGA Tour events. Here’s a few stories of that dynamic playing out in the public for all the world to see:
RBC’s Sponsorship of Canadian Open uncertain as Tour-PIF negotiations continue, Golf Channel
Two-tournament sponsor RBC has a direct message for the PGA Tour: Figure it out, Score Golf
“The PGA Tour is in danger of losing a long-standing partner with RBC steadfast in its desire to see changes before the bank signs any more long-term deals.
RBC paid the PGA Tour a reported $25 million to be the title sponsor for this year’s RBC Heritage on Hilton Head Island, S.C., and the upcoming RBC Canadian Open at Hamilton Golf and Country Club.
Mary DePaoli, the bank’s executive vice-president and chief marketing officer, helped negotiate one-year extensions for both tournaments last August, hopeful but guarded that the fractured state of men’s professional golf would be on the mend or at least the worst of the mess cleaned up.
Nine months later, once smoldering embers of disruption are a four-alarm dumpster fire.
PGA Tour television viewership is down, golf fans are fed up with talk of money, the PGA Tour versus LIV Golf narrative is headache-inducing, stars are showing up less, commercials are showing up more and the tour policy board is a soap opera.
On Monday, DePaoli addressed the current state of men’s professional golf at RBC Canadian Open media day. She did so with diplomacy but pulled no punches. With RBC the title sponsor of two PGA Tour events, she is in position to do so.
“We’re all experiencing some frustration, whether we’re a sponsor or a fan or the players,” she said while seated next to Golf Canada chief executive Laurence Applebaum and RBC Canadian Open tournament chairman Bryan Crawford. “We are all watching the PGA Tour right now trying to sort through a business model that has been under some significant strain and has still not fully resolved itself and that’s still TBD (to be determined). It’s required a lot of patience from the players and it’s required a lot of patience from sponsors and fans.”
With the PGA Tour just out this week with their 2024 Fall Schedule…
….getting a deal done with the LIV Tour has never been more important, especially with events like the Napa Valley Championship at the Silverado Resort now looking for a new title sponsor which is in the “$11M - $13M range annually which is a significant chunk of change for a company to commit to when they don’t know what the PGA Tour and LIV Tours either separate or together will look like in the future.
Regardless of whether the PGA Tour and LIV Tours are able to come up with an agreement to merge or if they will go their separate ways again, there’s no arguing about the incredible demo that watches professional golf as detailed in this Tegna report from earlier this year:
“The Benefits of Advertising on the PGA Tour
Sports advertising has plenty of benefits, and advertising on the PGA Tour offers numerous benefits for businesses looking to reach a specific demographic and enhance their brand visibility.
1. Live Television Audiences are Highly Engaged
Sports fans are highly engaged during live broadcast events, as they invest emotionally in the outcome of the game or event. This captive audience gives advertisers a prime opportunity to deliver their message to a receptive audience that is less likely to change the channel or skip commercials. That’s because these viewers know that sports and commercials are like teammates. Commercials are part of the live-viewing experience and are the topic of social discussion.
Commercials aired during live appointment TV broadcast events not only have the potential to leave a lasting impression on viewers due to the heightened emotional engagement and excitement surrounding the event but also allow advertisers to tailor messaging to appeal to the target audience. This strategy will ensure the message resonates with the right viewers and maximize the effectiveness of advertising efforts.
In addition to traditional commercial spots, live broadcast events often offer sponsorship opportunities, such as TEGNA’s Sports Report, that give brands greater visibility and integration into the event.
2. A Brand-Loyal Audience That LOVES Golf
The audience of the PGA Tour doesn’t merely have an affinity for golf; they are passionate enthusiasts who watch and play the game they love. According to the PGA Tour’s website, this audience:
75% more likely to have played golf in the last six months
55% more likely to have been a spectator at a golf event
137% more likely to have taken a golf vacation in the previous 12 months
9% more likely to describe themselves as “brand loyal”
The relentless dedication and emotional bond that golf enthusiasts share with the sport’s culture and traditions form a solid foundation for brand loyalty. Corporate sponsorships and brand endorsements have long been intertwined with golf tournaments and events, leading fans to actively engage with these brands and develop a sense of trust and familiarity over time.
While 55% of the PGA Tour’s audience is aged 55+, the younger audience is growing. This younger audience, particularly millennials, wants to do business with and buy from brands that share their values and commitment to the community. The PGA’s audience aligns with the sport’s core values of integrity, honor, and respect. Brands with similar values can easily tap into this mindset and forge a genuine connection surpassing transactional relationships.
3. Reach an Educated Demographic with High Buying Power
Reaching the PGA Tour’s target audience could be a hole-in-one for brands looking to market to an affluent audience. Insights speaking to this audience’s affluence and buying power include:
231% more likely to spend $200,000 every year
87% have a household income of $150k+
76% more likely to own a second home
30% are more likely to have a bachelor’s degree
21+% have a postgraduate degree
16% are more likely to donate to a non-profit
12% more likely to be part of the C-suite
H3: 4. Build Trust with Your Audience Through the Halo Effect
It’s no secret that trust drives growth, leading to increased sales, advocacy, and loyalty. The 2023 Edelman Trust Barometer uncovered several valuable insights for brands looking to increase customer trust.
71% say it’s more important to trust brands they use than in the past
67% stay loyal and recommend/advocate for a trusted brand despite a mistake
59% are more likely to buy new products from a trusted brand despite the price tag”
That’s a WOW with a Capital W and if your company would like to reach the Awesome Demo that watches professional golf or would like to talk with the Roaring Fork Agency about the 100+ other events, sporting and otherwise, that RFA represents across America don’t hesitate to reach out to us anytime for a fast and free consultation on all things sponsorship…and beyond if interested!
If you have any questions about event sponsorship or venue naming rights contact the Roaring Fork Agency at:
paul@roaringforkagency.com
415 730 - 4854
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Tiburon, California
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