GEE LIU SCOTT ROTH HAYLEE BAKER DEREK BUCHHEIT
The Great Game of Golf Golf has been rooted in American The United States is the Golf is gaining popularity culture since the 1890s largest market for golf Golf brings approximately $70 million into the US economy each year ● Newly innovated courses across the country ● Golf is gaining attention through increased celebrity engagement ● United States Golf Association simplified the playing rules ● Professional Golfers’ Association of America 2
Who We Are Mission “To promote the enjoyment and involvement in the game of golf and to ● contribute to its growth by providing services to golf professionals and the golf industry” Doing so provides competition, education, and development ● History Established in 1916 ● 35 charter members who agreed on several objectives ● Raise standards, protect member interest, promote game of golf ○ World’s largest working sports organization (28,000 members) ● Professional Golfers’ Association of America 3
Our Events Professional Golfers’ Association of America 4
Why We Are Here To develop a mutually beneficial partnership Sponsor Benefits Property Benefits + = MUTUAL -Brand awareness/image -Host high quality events with SUCCESS! -High product sales stable financial help -Employee community relations -Improve property image Connect with a similar consumer audience on a deeper level Sponsors’ consumers can be identified as participants of sporting events ● Opportunity to reach wide audience ● Professional Golfers’ Association of America 5
Why We Fit Experienced Similar Company Culture Activation History and Target Market Return on Investment Capable of Providing Open Position in Media Coverage and Both Companies’ Exposure Inventories Professional Golfers’ Association of America 6
Demographics Typical consumers are middle-aged, affluent, white males Gender: 65% male Age: 87% older than 35 Ethnicity: 87% white Income: 74% greater than $40,000 Professional Golfers’ Association of America 7
Event Attendance > 50,000 > 200,000 124,426 Professional Golfers’ Association of America 8
Event Viewership 27,370,000 6,500,000 total viewers unique viewers 14,310,000 total viewers Professional Golfers’ Association of America 9
@PGAcom 452,947 539,000 Professional Golfers’ Association of America 10
Our Current Partners PRESTIGIOUS Professional Golfers’ Association of America 11
Preferred Brands Professional Golfers’ Association of America 12
Our Available Properties Professional Golfers’ Association of America 13
Title Sponsor: PGA Championship “Presenting Sponsor of the ___th PGA Professional Championship” ● “_______ PGA Championship” (ex. Braun PGA Championship) ● Sponsor logo on official logo of each PGA Championship, below the ● event location Equivalent to one third the size of of event logo ○ Name on all social media accounts ● 30% transparent logo in bottom right of social media videos ● Relative size to ¼” x ½” on 4” x 6” video frame ○ 2’ x 2’ logo behind tee boxes on every hole ● 3’ x 6’ repeating logo on grandstands ● Professional Golfers’ Association of America 14
Title Sponsor: PGA Championship Professional Golfers’ Association of America 15
Title Sponsor: PGA Championship Official logo appears on-screen after every commercial break ● Includes sponsor shout out by commentator ○ Ex. “Welcome back to the 108th PGA Championship, presented by Vick’s” ○ Access to winner to produce one 30-second commercial ● Can be broadcast on NBC and its affiliates for up to one year immediately following ○ tournament 3” x 9” black and white logo/wordmark on trophy ● 30-second commercial block purchased by PGA of America ● Broadcast all four days of the tournament and played at minimum ○ every fourth commercial break Professional Golfers’ Association of America 16
Title Sponsor: PGA Championship Black logo with white background on PGA of America ● website under “PGA of America Sponsors” Includes "Title Sponsor: PGA Professional Championship" underneath logo ○ Size relative to other logos on page ○ Usage of PGA of America colors/logo in up to four commercials per ● year and up to three times on website Professional Golfers’ Association of America 17
Supporting Sponsor “Supporting Sponsor of the KPMG Women’s/KitchenAid Senior PGA ● Professional Championship” 30-second commercial block purchased by PGA of America ● Broadcast all four days of the tournament and played at minimum every fourth ○ commercial break Black logo with white background on PGA of America website under ● “PGA of America Sponsors” Includes "Supporting Sponsor: KPMG Women’s/KitchenAid Senior PGA ○ Professional Championship" underneath logo Size relative to other logos on page ○ Professional Golfers’ Association of America 18
Supporting Sponsor One social media picture post per week on both Facebook and Twitter ● that includes a hashtag of the sponsor’s choosing Includes two posts per day on each site during sponsored tournament ○ 1’ x 1’ logo underneath KPMG logo behind tee boxes on every hole ● Usage of PGA of America colors/logo in up to two commercials per ● year and up to two times on website Professional Golfers’ Association of America 19
Presenting Partner: Play Golf America “Presenting Partner of Play Golf America” ● Black logo with white background on PGA of America website under ● “PGA of America Sponsors” Includes "Presenting Partner: Play Golf America" underneath logo ○ Size relative to other logos on page ○ 2' x 2' full color logo on 3' x 6' sign at each Play Golf America location ● Play Golf America - first line ○ Presented by Tide - second line ○ Logo in upper right-hand corner of Play Golf America part of website ● Same size as Play Golf America logo ○ 1” x 1” Logo on all Play Golf America handouts ● Located in bottom right-hand corner ○ Professional Golfers’ Association of America 20
Presenting Partner: Play Golf America Usage of PGA of America colors/logo in up to two commercials per ● year and up to two times on website 2” x 2” logo on right sleeve of polo shirts worn by staff ● Professional Golfers’ Association of America 21
Official Licensee “Official _______ of PGA of America” ● Black logo with white background on PGA of America website under ● “PGA of America Licensees” Includes "Official _____" underneath logo ○ Size relative to other logos on page ○ One social media post per week on both Facebook and Twitter that ● includes a hashtag of the sponsor’s choosing Includes two posts per day on each site during each of five main tournaments ○ One sign visible from front desk in each proshop of PGA of America ● partner pros 2’ x 4’ sign that can promote one licensee ○ Can not light up or be made of neon ○ Professional Golfers’ Association of America 22
Official Licensee Space for on-site activations at each of these events each year for ● duration of deal PGA Championship ○ KPMG Women’s PGA Championship ○ Senior PGA Championship ○ Ryder Cup (every two years) ○ National Rent-A-Car PGA Pro-Am Series ○ One 15-second advertisement to be played at the beginning of every ● third video a user watches on our website, beginning with video two Usage of PGA of America colors/logo in up to two commercials per ● year and up to two times on website Professional Golfers’ Association of America 23
Partner/Licensee Examples Supporting Partner: KPMG Official Feminine Official Razor Presenting Partner: Women’s PGA Championship Hygiene Products Play Golf America Official Cold Supporting Partner: KitchenAid Official Odor Title Sponsor: PGA Eliminator Medicine Senior PGA Championship Professional Championship Professional Golfers’ Association of America 24
ACTIVATION EXAMPLES Professional Golfers’ Association of America 25
Television Commercials Professional Golfers’ Association of America 26
Gillette “Shaving the Greens” Commercial with PGA Championship course maintenance workers shaving the greens with Gillette razors to get them “nice and smooth” and ready for the tournament. Professional Golfers’ Association of America 27
Febreze “Out on the Course” Commercial in which a wife sprays Febreze in her house and it “transforms” her husband from the couch out onto the course after he whiffs in the freshness. Professional Golfers’ Association of America 28
On-Site Activations Professional Golfers’ Association of America 29
Tide Par 3 Contest Fan-played Par 3 contest at ● one of our events that’s “presented by Tide” Paint a bullseye around the ● holes in the likeness of the Tide logo Different levels of the ● bullseye account for different point values Allow David S. Taylor to hand ● out trophy to winner Professional Golfers’ Association of America 30
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