In addition to its guest (patron) VIP programme and its on-site presence both through on-course clocks and hospitality spaces, Rolex also activated its official sponsorship rights at The Masters 2016 with TV and digital work.
As part of its package the luxury watch brand has access to some of the exclusive spots in the commercial-light tournament telecast on official broadcaster CBS (and also on other tournament-relevant channels such as Golf Central’.
Its TV and online spots for The Masters this year focused on a blend of tradition, passion, perfection and its set of player ambassadors.
Launched on 7 April as the tournament began, one commercial’s creative sees Rolex look back on the history of golf and highlights the great moments when the pros swing for glory and raise their arms in victory while wearing their Rolex watches.
Going back to the start of its relationship with the sport back in 1967, the ad claims that Rolex has been driven by genuine passion for a sport that embraces tradition and seeks perfection.
A second spot, called ‘Golf Is More Than A Game’, aims to demonstrate that Rolex knows golf is more than a game, that it is an ‘ unbeatable sport’ and that as the stars of the men’s and women’s tours master the game and become champions Rolex is there to help support them.
Both ads drive viewers to the brand’s golf online platform at http://on.rolex.com/1S1xMfG
This year’s Masters work follows the brand’s focus on last year’s champion Jordan Speith which saw it roll out a congratulations campaign back in September 2015,
as well as using the player to front its US Open 2015 work
All the campaigns demonstrate how Rolex’s golf partnerships and endorser programmes are about reaching that exclusive and elusive high net worth demographic.
‘There is a very high quality following that comes to this event [The Masters], it’s very distinctive and has many values that Rolex shares,’ explains Rolex assistant director of sponsorships and partnerships Laurent Delanney.
‘It’s a natural fit and very valuable to us. It’s also about face time, networking and creating new relationships. It’s an opportunity to meet all the influences of the game, people we work with all year and our ambassadors,’ adds Delanney.
At least four of Rolex’s top golf ambassadors were invited to play at this year’s Masters: Jason Day, Phil Mickelson, Adam Scott and Jordan Speth
As an International Partner of The Masters, Rolex has supported Augusta National Golf Club and its endeavours to produce a tournament of unparalleled aura since the late 1990s.
Golf as a sport is a key part of the Swiss watchmaker’s partnership strategy and it has extensive ties with many of golf’s leading organisations, flagship events and star players.
Back in the 1960s Rolex sponsored the so-called ‘Big Three’ players (Arnold Palmer, Jack Nicklaus and Gary Player), while its other official associations include a long-standing partnership with the United States Golf Association, the R&A and The Open.
Rolex Golf Website: