4 Ways Professional Golfers Help Sponsors Support Local Charities
Your CEO has approved your recommendation to sponsor a Tour Player or On-Air Personality to complement your company’s involvement in professional golf provided both can be fully leveraged to help worthwhile charities. In crafting a cause marketing strategy that will resonate with your boss, you want to take into account the ways other companies are using their sponsorships of tournaments and players / personalities on the Tours to help support local charities and foster community citizenship.
To facilitate your efforts, we asked our strategic partner, Bill Colvin, President, Colvin Sports Network, to provide several examples of effective practices that might work for your company. They are:
1. Viral Marketing Via YouTube To Spread Sponsor Goodwill
Hewlett-Packard (HP), is the title sponsor of the Byron Nelson Championship; a PGA Tour event in the Dallas-Fort Worth market. And CBS on-course reporter David Feherty, who also has a new show on the Golf Channel, is a spokesperson for the HP Byron Nelson Championship. Bill was the catalyst in both HP's signing of David Feherty to promote the tournament and utilizing his services to show support for the J. Erik Jonsson School.
HP's description of what you'll see in the YouTube video below is as follows: "This is what happens when David Feherty gets in front of 20 kids who are armed with golf clubs. Feherty visited J. Erik Jonsson Community School, a beneficiary of the HP Byron Nelson Championship, to hang out with the kids and talk about life. Being a good sport, he also taught them a few things about golf... including how to hit a moving target."
To date, the YouTube video has been viewed more than 55,000 times. A portion of the clip also aired on the Golf Channel during the premiere of David's new show, "Feherty."
2. Personal Appearances on Local and National Media Outlets to Enhance Brand Exposure
David contributes hundreds of thousands of dollars worth of his time to help his sponsor's charities so both the charities and HP get positive press.
3. Leverage Spokesperson's Social Media Following To Reach New Audiences and Spread Sponsor Goodwill
By way of example, David Feherty tweets updates from the HP Byron Nelson Championship that include the good work HP does to support local communities.
4.. Utilization of Tournament's Defending Champion to Support Title Sponsor's Local Charities
Through a mutual decision between the player and the tournament sponsor, the HP Byron Nelson Championship's Defending Champion does his part to support the tournament's local charities. By way of example, Jason Day carried bag with HP logo during his round and donated it to HP's charitable auction.
Our colleague, Bill Colvin, is constantly developing relationships between sponsors and professional golfers / celebrities to form partnerships that help support local charities. You can contact Bill via email: bill@colvinsports or by phone: 216-272-7779.
If this article was helpful, you may also be interested in the following:
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4 Ways Pro Golfer Endorsement Deals Can Deliver Halo Benefits
For more examples of sponsors working with professional golfers and celebrities to support local charities, click on the button below to access our special report.
Photo Credits: HP Byron Nelson Championship