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How to Use a Golf Tournament to Increase Awareness

Golf tournaments are usually flooded with branding and product placement. Everything from signage to course barriers have a company’s logo plastered all over the area. According to Statista, the U.S. golf economy has an estimated size of about $70 billion U.S. dollars. The core segments, such as golfer supplies, endorsements, tournaments & associations and charities had an economic significance to the value of around 43.5 billion U.S. dollars. With all of those opportunities for financial gain, how can you make sure that your brand is getting noticed among the others?

Most golf events have the sponsorship opportunities broken up to allow for maximum sponsorship. There are several ways that you can sponsor an event, such as being the title sponsor, presenting sponsor, contest sponsor, and hole sponsor. When considering promotional materials, the presenting sponsorship and the contest sponsorship will provide your company with the most influence. Presenting sponsors are usually not as big as the title sponsor, the one who paid the most money to have their company name put beside the words “Golf Tournament,” but still have a great branding opportunity on signs, scorecards, and other golf materials. Contest sponsors are the ones who donate prizes or promotional materials for use during the event. With this in mind, it may make it a little easier to determine how your branding efforts can sponsor a golf event.

Golf Apparel

Tiger Woods makes an excellent case study to the benefits apparel can offer. When you think of Nike Golf, Tiger Woods is easily the first person that comes to mind. Participants, spectators and fans will remember the tournament’s success long after the last tee off with the last hole in one apparel choice. The impact from golf apparel is so significant that in 2014, Adidas reported $1.11 billion U.S. dollars in revenue from its TaylorMade Golf segment, and Callaway Golf reported 887 million in U.S. dollars, of which almost half were generated in the United States alone. From golf pants and shoes to tri-blend tournament t-shirts and windbreakers, there are hundreds of head-to-toe ideas perfect for increasing your brand awareness.

Golf Bags

Another item that’s always alongside the golfer during the game is their bag. It holds their tools for success and never leaves their sight. Take advantage of that moving billboard with a branded golf bag for the players. Allow the caddy to court your brand throughout the event and make sure the whole crowd sees it.

Ball Marker Sets

This one is a little more tricky, because not many people will see it other than the players and their caddies, but it’s something that they will all use. Ball marker sets are an integral part of tournament play or any game with multiple players. Provide each player with a set of branded ball markers to have them constantly looking at your brand throughout the game. Unless someone sinks one from the tee box. They get a pass for that round, because they’ve earned it.

Golf tournaments are a great opportunity to put your brand in the spotlight. Most run the course of a few days, they draw in tons of spectators and media and they take place during a time of year when most people are excited about spending more time outdoors. Placing your brand on the right items is all it takes to get the exposure you’re looking for.

Stephanie Friedman, Vice President of Marketing

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