Golf

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On the weekend that would have hosted the cancelled 2020 Open, Mastercard took presenting partner rights to the final of the R&A’s ‘e-Open’.

Grant Thornton leveraged its rights at the 2020 Players Championship with a Rickie Fowler-fronted ad campaign.

Central sponsors of the PGA Tour and the four golf majors – The Masters, Open Championship, PGA Championship and US Open – aggregated a sponsorship spend of $451m (€384m) in 2020.

In May 2020, Cisco stepped in as a ‘content integration’ partner of ‘The Match: Champions for Charity’, the blockbuster live golf matchplay event featuring Tiger Woods, Phil Mickelson, Tom Brady, and Peyton Manning.

For the delayed 2020 US Open, long-time sponsor Rolex activated through a testimony-led campaign centred on its 40-year relationship with the tournament.

International financial services company American Express has agreed to become the title sponsor of the PGA Tour’s Desert Classic Pro-Am event in Palm Springs, California, in a multiyear deal.

Active eyewear brand goodr has partnered with this year’s edition of women’s team golf competition the Solheim Cup, which takes place this week at Gleneagles in Scotland.

The North American division of BMW has extended its title sponsorship of the BMW Championship, the penultimate event of FedExCup Playoffs

Scotland’s railway service ScotRail has signed as the Official Train Sponsor of next month’s Solheim Cup. The deal was brokered by the IMG agency, the official staging partner for this year's event.

Features

Deloitte’s activation around the 2020 US Open involved designing an augmented reality app experience for golf fans unable to attend the event due to coronavirus restrictions.

Longstanding Canadian golf sponsor RBC hit new marketing heights in 2019 with a season-long, multi-channel activation programme leveraging its two PGA Tour title sponsorships and its team of ambassadors.

To drive awareness ahead of the May 2019 PGA Championship, PGA Tour partner Michelob Ultra teamed up with ambassador Brooks Koepka for a trick shot stunt on New York City’s Hudson River.

Launched in August 2019, AIG’s global activation programme for the first year of its sponsorship of the Women’s British Open focused on positioning AIG as an ally for female golfers and for women in general.

HSBC leveraged its on-site rights at the 148th Open Championship in 2019 by creating the HSBC Golf Zone, an interactive experience open to all spectators.

Fashion brand Hugo Boss is committing significant levels of investment to its four sports sponsorship strands in football, motorsports, sailing and golf.

The Masters Scarcity, exclusivity and access to media rights are key to the out-sized deal values generated by The Masters relative to the three other golf Majors

Scarcity, exclusivity and access to media rights are key to the out-sized deal values generated by The Masters relative to the three other golf Majors.

European golf is embracing the mobile phone as a “critical” fan engagement and context-based marketing tool, according to Michael Cole, chief technology officer of the European Tour & Ryder Cup Europe.

German luxury car brand BMW will commit over $60m (€53m) to its Ryder Cup and European Tour golf sponsorships over the four-year period from 2019 to 2022, after signing four renewals in November.

Major increases in PGA Tour prize money next year will be part-funded by increased rights fees from the sponsors most associated with the regular-season and post-season finales

The European Tour and PGA of America have signed off on the first new Worldwide Partner deal for the Ryder Cup since February 2013.

Alfa Romeo, the car maker owned by Fiat Chrysler Automobiles, will serve as a Global Partner of golf’s Presidents Cup, the biennial national team match-play event between the USA and an international team, under a deal agreed last month.

For 2017, we have researched over 900 deals across 28 countries and covering 124 rights fees to map out the sponsorship landscape of motorsports.

For 2017, we have researched over 710 deals across 38 countries and covering 88 rights fees to map out the sponsorship landscape of golf.

Information technology company IBM is looking for opportunities to build infrastructure with its sponsorship partners as a key element when selecting deals.

Swiss watchmaker Rolex will increase its investment in sponsoring golf's European Tour with the launch next year of the seven-event Rolex Series.

South Korean conglomerate CJ Corporation’s 10-year title investment in a new PGA Tour tournament in South Korea is a signal of intent for the brand’s international expansion plans.

US retail and wholesale energy supplier, Constellation, is using the PGA of America and its marquee events to promote energy sustainability and renewable energy sources.