Is The Masters Really Quite As Archaic & Old-School As It Seems?

On the surface The Masters seems like one of the world’s most archaic, tight-lipped and taciturn sports properties – with its lack of financial transparency, commercial gagging and closed door attitude, a mysterious invite-only membership elite, an unacceptably sexist policy on women members and a rigid focus on behaviour, dress and unswerving commitment to maintaining tradition. It also has an unusual funding and sponsorship model. The Masters has five hand-picked sponsors: three major partners (IBM, AT&T, and Mercedes-Benz) and two supporting sponsors (Rolex and UPS) who effectively foot the bill in return for a split of four minutes of advertising per hour. That’s about half the airtime brands might expect to receive for similarly sized sponsorship deals (which are in the $6-8m range for the top tier partners). Indeed, sponsors don’t see great immediate bottom-line returns as there are few other rights included as visual marketing opportunities are scarce due to a ban on on-course branding and ‘no camera / no cell phone’ rules. Furthermore, it takes a largely secretive and unorthodox broker approach to securing its production and broadcast deals – still partly based on handshakes and gentlemen’s agreements. They even refuse to sell merchandise for 51 weeks of the year. There is no question it could generate much more revenue if it adopted a more modern approach to commercial partnerships. But tradition is everything at Augusta National and maintaining and respecting its old school values and principles comes above financial gain. And yet, scratch beneath the surface and the tournament is becoming one of those most technically advanced sports events on the planet. From IBM’s on-course live laser and sensor driven data visualisations, to Mercedes-Benz’s immersive 3D on-site Performance Centre and dedicated digital channels, the 2015 tournament was spectacularly sophisticated. Golf fans may find it nigh on impossible to get through the gates, but they certain can benefit from a set of fully immersive, real-time digital engagement options.

 

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MLB ’15 Season: Sponsor > DomiNoNo 40,000 Giveaway Drives Digital Ordering

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Domino’s is leveraging its MLB partnership around Opening Day by giving away 40,000 free pizzas in an attempt to drive baseball fans’ digital ordering via its ‘DomiNoNo’ campaign.

 

Domino’s will >>

MLB ’15 Season: Team > The Brewers Pen Opening Day ‘Fan Excuse Notes’

MLB ’15 Season: Team > The Brewers Pen Opening Day ‘Fan Excuse Notes’

For fans needing help ‘playing hooky’ on MLB Opening Day, the Milwaukee Brewers helped out with a series of player-penned, downloadable ‘Excuse Notes’.

 

The comprehensive set of handwritten excuse notes, >>

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Sponsors, sports and entertainment brands take on the Twitter trolls with event/ambassador campaigns that aim to unite fans as a collective, positive force. Download Briefing.

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