Photo: Sarah Stier, Getty Images
Sometimes you look at a sponsorship and scratch your head. The Sanderson Farms Championship? Really? Granted the company produces 13.65 million chickens per week and is listed on NASDAQ, but in what world does sponsoring a PGA Tour event make sense?
The value proposition for any professional golf event is twofold: First, you have television and digital-media coverage. If you’re running the marketing department at Zozo, a Japanese clothing company, people throughout the world who might google your name during coverage of the Zozo Championship. It increases your brand recognition and, possibly, retail sales.
The second component is client engagement. If you’re the Royal Bank of Canada, not only do you have brand association with your nation’s national championship at the RBC Canadian Open, you have a lot of onsite activation including top-flight hospitality, VIP tickets and an opportunity to engage with the athletes who wear your logo on their sleeves. That’s the reason RBC dropped Dustin Johnso...
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