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Posts Tagged ‘PGA

On October 27th, this blog posted an article about Natalie Gulbis, Chris DiMarco, and Zach Johnson raising $175,000 for charity.  Above is video of what was a very enjoyable event.

 

In a recent USA today interview, PGA president Tim Finchem told the reporter the proud charitable tradition that the PGA has had since its inception and its renewed effort in 2010:  http://www.usatoday.com/news/sharing/2009-11-02-pga-charity_N.htm

 

This past weekend, Chris DiMarco held his annual Tee Up for Life event to raise money for cancer research.  Part of the inspiration is that DiMarco’s mother died from breast cancer three years ago:   http://www.pgatour.com/2009/r/11/02/dimarco/

RSM McGladrey, an up-and-coming accounting firm, has raised over $175,000 for the Special Olympics with the help of its clients, Natalie Gulbis, Chris DiMarco, and Zach Johnson:  http://www.prweb.com/releases/RSM_McGladrey/Special_Olympics/prweb3113094.htm

Pop Star Justin Timberlake is holding many events for charity before he holds his Las Vegas golf event: http://www.lasvegassun.com/news/2009/oct/12/justin-timberlake-kicks-charity-events-ahead-tourn/

Jon Show, writer for Sports Business Journal, has a great article about how the sport of golf is a sport struggling to hold onto an identity in which the primary fan base is much older and wealthier than some of the PGA professionals themselves.  Given the recent economic conditions and a marketing shift by the LPGA women’s golf tour in order to grow a younger, more “online-savy” audience, the Professional Golf Association of America is realizing that it needs to change the way in which it promotes its athletes, deals with corporate sponsors, and most importantly, adapt to the change in the way golf is perceived and followed throughout the world.  Show, the author who wrote about Legacy Direct and our “Legacy Scorecard,” comes up with some possible solutions for the PGA Tour to weather the storm of the economy and increase its following among the younger generation.  An infusion of popular culture into the golf world is a likely step for increased marketability, as the LPGA has already embraced with its new logo:

A Colorful New Logo

A Colorful New Logo

Although professional golfers have limited time on their hands during a tournament event, Show talks about how it would be nice if the PGA Tour set some kind of precedent when it comes to interacting with corporate sponsors, who are stretching themselves thin just to have a presence at a PGA event.  As of now, the tour arranges player appearances for weekly title sponsors and FedEx, the season-long sponsor for a points competition among players.  Many people, especially the non-title sponsors themselves, feel as though they deserve a little bit more player interaction for what they are paying to be at the event.  In addition to sponsorship, the article calls on the PGA’s marketing efforts to be better suited for a wider audience, specifically focusing outside of the average male golf fan and appealing to the sports & entertainment world as a whole.  Lastly, Show talks about how the gap between the very wealthy, successful players and the newcomers on the tour is widening.  “They need to spread the wealth,” says Bill Colvin, a marketing consultant for several different PGA Tour sponsors.  You can view the entire article here:

http://www.sportsbusinessjournal.com/article/61401

To anyone who thought that sports was the one sector that was untouchable during tough economic times:  Here are two New York Times articles showing how corporations are having to pull their sponsorships from various professional sports, including but not limited to NASCAR, cycling, and golf (PGA).  Perhaps the corporate sponsors with a traditional presence who have been hit the hardest are the American car companies, such as General Motors and Buick.  The higher-market sports such as football (NFL) are also seeing a pull back in sponsorships by struggling corporations affected by the economy.  One poignant example of this is how last year GM paid for and aired 11 advertisements during the Super Bowl ($3 million each).  This year, GM has not requested any slots during the Super Bowl due to lack of funds, which is pretty incredible, considering they were the leading sponsor of sporting events for the last five years.

Here are the two articles:

Juliet Macur and Dave Caldwell’s article entitled “Poor Economy Starting to Shape Sports Landscap,” appeared in the Times on Saturday, November 15th and can be found here:

http://www.nytimes.com/2008/11/15/sports/othersports/15sports.html

Katie Thomas’ article, “As the Economy Worsens, Is There Money for Play” was in the Sunday Edition of the Times, on November 16th.  Here is the link to her article:

http://www.nytimes.com/2008/11/16/sports/16sponsor.html


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