GEE LIU SCOTT ROTH HAYLEE BAKER DEREK BUCHHEIT The Great Game of - - PowerPoint PPT Presentation

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GEE LIU SCOTT ROTH HAYLEE BAKER DEREK BUCHHEIT The Great Game of - - PowerPoint PPT Presentation

Oct 01, 2022 344 likes •776 views

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

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GEE LIU SCOTT ROTH HAYLEE BAKER DEREK BUCHHEIT

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The Great Game of 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

Golf is gaining popularity The United States is the largest market for golf Golf has been rooted in American culture since the 1890s

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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

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Our Events

Professional Golfers’ Association of America 4

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Why We Are Here

To develop a mutually beneficial partnership 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

Property Benefits

  • Host high quality events with

stable financial help

  • Improve property image

Sponsor Benefits

  • Brand awareness/image
  • High product sales
  • Employee community relations

MUTUAL SUCCESS!

+ =

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Why We Fit

Professional Golfers’ Association of America 6

Experienced Activation History Capable of Providing Media Coverage and Exposure Open Position in Both Companies’ Inventories Similar Company Culture and Target Market Return on Investment

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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

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Event Attendance

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> 200,000 > 50,000 124,426

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Event Viewership

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27,370,000

total viewers

14,310,000

total viewers

6,500,000

unique viewers

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@PGAcom

Professional Golfers’ Association of America 10

452,947 539,000

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Our Current Partners

Professional Golfers’ Association of America 11

PRESTIGIOUS

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Preferred Brands

Professional Golfers’ Association of America 12

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Our Available Properties

Professional Golfers’ Association of America 13

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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

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Title Sponsor: PGA Championship

Professional Golfers’ Association of America 15

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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

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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

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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

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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

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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

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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

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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

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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

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Partner/Licensee Examples

Supporting Partner: KitchenAid Senior PGA Championship

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Official Feminine Hygiene Products Supporting Partner: KPMG Women’s PGA Championship Presenting Partner: Play Golf America Official Odor Eliminator Title Sponsor: PGA Professional Championship Official Cold Medicine Official Razor

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ACTIVATION EXAMPLES

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Television Commercials

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Commercial with PGA Championship course maintenance workers shaving the greens with Gillette razors to get them “nice and smooth” and ready for the tournament.

Gillette “Shaving the Greens”

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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.

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On-Site Activations

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Tide Par 3 Contest

  • Fan-played Par 3 contest at
  • ne 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
  • ut trophy to winner

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P&G Golf Simulator

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  • Offer fans the opportunity to

put their skills to the test with a golfing simulator

  • Give away prizes:

○ Player with lowest score ○ Fans standing in line ○ Players who score a birdie or better

  • Hand out samples of P&G

products

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Tide Sport Odor Defense Samples at

  • Hand out free samples of

Tide Sport Odor Defense detergent at Play Golf America events

  • Target moms who are doing

laundry for their kids who are always outside playing and getting their clothes sweaty and dirty

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Play Golf America

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P&G Executive Benefits

  • 24 grandstands passes and 12 parking passes per tournament

○ PGA Professional Championship ○ KPMG Women’s PGA Championship ○ KitchenAid Senior PGA Championship ○ Ryder Cup

*will receive passes to each of these events each year for the duration of the deal, except Ryder Cup which will be every two years

  • One round of golf at course of each of these tournament for 24 people

○ PGA Professional Championship ○ KPMG Women’s PGA Championship ○ KitchenAid Senior PGA Championship

*will golf the day after the tournament concludes

Professional Golfers’ Association of America 33

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P&G Executive Benefits

  • 150 golf lesson vouchers per year

○ 1-hour with certified PGA of America member pro ○ Can be split up amongst as many people as desired ○ Bring voucher to any pro

*vouchers can be redeemed only in deal year in which they are assigned *P&G will receive 150 vouchers per deal year for entire duration of deal

Professional Golfers’ Association of America 34

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Leveraging Examples

  • Brand Exposure

○ Follow @Gillette on Twitter for a chance to win the ultimate golf experience

  • Consumer Promotions

○ Spend $20+ on Head and Shoulders products and be entered to win two tickets to the PGA Championship

  • Grass-Roots

○ Product giveaways at programs such as Play Golf America, Take Your Daughter, and Women’s Golf Month

  • Community Relations

○ Donate products for local disaster relief ○ Help rebuild local courses

  • Hospitality

○ On-site tent space for P&G to use to host clients

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Levels of Sponsorship

Professional Golfers’ Association of America 36

Patron

Title Sponsor: PGA Championship Supporting Sponsor: Women’s or Senior PGA Championship Official Licensee Presenting Sponsor: Play Golf America

Partner

Supporting Sponsor: PGA Championship Supporting Sponsor: Women’s or Senior PGA Championship Official Licensee no designation

  • partnering with options not listed above-
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Consideration

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Term

  • 5 years

○ First right to refusal

○

End goal to renew deal

  • Jan. 1st, 2019 - Dec. 31st, 2023

Category Examples

  • Consumer Brands

○ Official Disposable Razor ○ Official Shampoo and Conditioner

Price

  • Patron Level- $18.5 million

○ $3.7 million/year

  • Partner Level- $7.75 million

○ $1.55 million/year

Activation Commitments

  • Patron Level- $500,000/year

○ >$200,000 on PGA Championship

  • Partner Level- $350,000/year

○ >$125,000 on PGA Championship

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Timeline

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*dates can be modified based on future tournament dates

1/1/19

Start of Deal

Beginning of 5-year deal. Access to activations and spending begins. 5/24

Senior PGA Championship

First event of the year that can be activated at. 7/1

Women’s PGA Championship

Second event. Track viewership on TV and social media impressions. 8/9

PGA Championship

Examine data of consumers attending event to maximize

  • n-site

activations. 9/26

Youth Championship

All required activation spending must be completed by the end of this tournament.

End of Deal

Deal ends. Successful deal and high returns on both sides leads to renewal. 12/31/23

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Summary of Benefits

  • High quality events that drive a quality image
  • Access to similar consumers with high income
  • Lots of eyeballs

○ >400,000 fans attended tournaments ○ >1,000,000 social media followers ○ >50,000,000 tournament television viewers ○ 28,000 golf pros ○ Play Golf America participants

  • Variety of opportunities with access to intellectual property
  • Executive benefits such as passes to tournaments

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QUESTIONS?

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THANK YOU!

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