There are two opinions about sponsorship and The Masters: one that the tournament is a property controlled beacon of traditional values ensuring the tournament isn’t ruined by corporate logos and marketing machinery, the other that it is an exclusive, elitist, sexist, old-fashioned 300-strong private members club run event based on secret handshakes resulting in non-negotiable… Continue reading The Masters > A Beacon Of Values, Or Exclusive, Elitest, Secretive & Archaic?
Tag: The Masters
IBM Watson & Tom Front Masters ‘History Of Innovation’ Campaign
IBM’s 2016 activation around The Masters focuses on its IBM Watson cognitive technology with a campaign fronted by legendary player Tom Watson. It’s not just the surname/product name match that makes Tom Watson a good ambassador fit for the tournament, but also the fact that the iconic player has announced that 2016 will be… Continue reading IBM Watson & Tom Front Masters ‘History Of Innovation’ Campaign
AT&T Leverages Its Masters Rights Via Non-Golf B2B Campaign ‘Power Of &’
The ‘Power of &’ campaign, its biggest business-to-business initiative in recent history, aims to show how AT&T helps business customers navigate paradoxes in today’s complex business world and debuts during the 2016 Masters. The telco is using its leveraging its rights as an Augusta sponsors to launch the fresh brand positioning campaign Developed… Continue reading AT&T Leverages Its Masters Rights Via Non-Golf B2B Campaign ‘Power Of &’
Rolex Activates At The Masters With ‘Golf History’ & ‘More Than A Game’ Spots
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… Continue reading Rolex Activates At The Masters With ‘Golf History’ & ‘More Than A Game’ Spots
Ping & UPS (Endorsers) Link On Kids Golf Grassroots #Bags4Birdies Campaign
To leverage excitement around The Masters, April saw UPS and Ping team up to launch #Bags4Birdies – an eight market campaign to develop grassroots golf. The global logistics outfit and the golf apparel brand have aligned for an initiative that will donate junior sets of golf clubs for every single birdie (or better) that… Continue reading Ping & UPS (Endorsers) Link On Kids Golf Grassroots #Bags4Birdies Campaign
MARKETING THE MASTERS > PART OF GOLF’S PROBLEMS OR PART OF THE SOLUTION
Are Masters sponsors seeking solutions to golf’s decline, or are they exacerbating the problems? Our briefing report analyses the sponsors’ strategies and creative. Download Briefing.
AT&T Links Endorser Spieth & Masters Sponsorship For ‘It Can Wait’ CSR Initiative
AT&T hit the jackpot in early April when it blended its two major golf partnerships – its sponsorship of The Masters tournament and its endorsement of Jordan Spieth – to launch a safety campaign about the dangers of texting whilst driving called ‘It Can Wait’. The added bonus for the US telco was that… Continue reading AT&T Links Endorser Spieth & Masters Sponsorship For ‘It Can Wait’ CSR Initiative
IBM’s ‘Track’ Leads A Reworked Digital Experience At The 2015 Masters
Sensors, lasers and tracking linking to analytics and algorithms lay at the heart of IBM’s The Masters activation, as the US-based multinational technology and consulting giant reimagined The Masters’ digital experience through a set of internet-connected devices to capture golf ball trajectories and enable users of its app to follow the on-course action from smartphones,… Continue reading IBM’s ‘Track’ Leads A Reworked Digital Experience At The 2015 Masters
New Mercedes-Benz Dedicated Digital Strategy At The 2015 Masters
Early April saw Mercedes-Benz leverage its status as a Global Sponsor of the Masters Tournament through its first event-dedicated digital channels with a mix of entertainment and utility content built around the auto brand’s golf ambassadors and promoting the launch of its new GLE Coupé. Its tournament-specific informative, image-led and video content pieces –… Continue reading New Mercedes-Benz Dedicated Digital Strategy At The 2015 Masters
Win Tweets, Jet PR & Web Sales: UA Activates Spieth Masters Win
This week golf’s latest superstar Jordan Spieth stepped onto an Under Armour private jet and embarked on a victory press tour backed by his apparel partner to celebrate winning the 79th version of Augusta’s annual golf major. .@JordanSpieth wasn't kidding. He's taking his jacket everywhere. #TheMasters pic.twitter.com/UDmwkVESBG — Under Armour Golf (@UAGolf) April 13, 2015… Continue reading Win Tweets, Jet PR & Web Sales: UA Activates Spieth Masters Win
Nike Leverages The Masters With Lunar ‘Play In The Now’
As the year’s first major tournament, The Masters, approached Nike rolled out the latest instalment in its new ‘Play In The Now’ golf equipment campaign – Lunar Control. Launched on 31 March and promoting the brand’s latest Nike Lunar Control II golf shoe, the creative juxtaposes an incredibly advanced golf product with a backward… Continue reading Nike Leverages The Masters With Lunar ‘Play In The Now’
IBM Masters Work: 50 Story-Telling Episodic Docu-Spots
IBM activates its sponsorship of The Masters in the USA by teeing up a staggering 50 different commercials – each of which will run just once. The first golf major of the year runs 10 to 14 April and its US broadcast coverage is split between ESPN and CBS. IBM has a core set… Continue reading IBM Masters Work: 50 Story-Telling Episodic Docu-Spots
