More and more, b2b marketers that are seeking to reach affluent business decision-makers are turning to professional golf as a media outlet, with the PGA Tour the vehicle of choice.
With a season that runs throughout the year, attractive demographics and average TV viewership of 8.5 million people for major events (40 million including repeats), the PGA Tour attracts large b2b advertisers, such as Accenture, AT&T, CA, CDW Corp., EDS and FedEx.
"The PGA Tour strikes a good balance of being broad-based and high-profile, as well as targeted to an upscale and affluent business-type audience," said Tom Wade, CMO of the PGA Tour.
The PGA Tour offers multiple media platforms for advertisers, including television, radio and online, as well as corporate sponsorships, but it is the broad reach of the TV audience that makes it an attractive vehicle for advertisers that want to reach influential business decision-makers, marketers said.
"The audience matches up precisely with our demographic, which is very focused on 25-to-54-year-olds who have authority to make decisions that relate to transportation and other business services," said Kevin Demsky, director of sports marketing at FedEx, which has been a partner of the PGA Tour for 22 years.
Phone: (561) 624-8400
Audience: 8.5 million viewers for major events
Ad revenue: N/A
Ad rate: N/A
Last year, FedEx became title sponsor of the PGA Tour and inaugurated the FedEx Cup, a seasonlong competition that determines the best player on the tour, based on points accumulated during each tournament.
As part of its sponsorship, FedEx has a heavy advertising presence each week on PGA Tour events, leading up to a championship round that determines the winner.
"It really generated a lot of talk in the sports world and was a tremendous benefit to FedEx," Demsky said. This year, FedEx is continuing its sponsorship of the cup.
Other b2b advertisers have signed up as title sponsors of PGA Tour events, including AT&T, which sponsors the AT&T Pebble Beach National Pro-Am; Accenture, which sponsors the Accenture Match-Play Championship; CA, which sponsors the CA Championship; and EDS, which sponsors the EDS Byron Nelson Championship.
In addition to attracting advertisers through its televised coverage on networks including CBS, NBC and the Golf Channel, the PGA Tour also offers advertising opportunities on www.pgatour.com, which attracts an estimated 5 million unique users a month.
The PGA Tour also provides customer relationship marketing programs through its tournaments.
"Golf is used extensively for companies to entertain, acquire and build relationships with customers," Wade said.
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