How many of The R&A’s official ‘Patrons’ (or lead sponsors) do you think you could name? Take a second. What brands spring to mind when thinking back to the world’s oldest Major?
- What car does the past champion arrive in to hand the Claret Jug back to Martin Slumbers?
- What brand’s golden clocks do you see dotted around the golf course? And more recently, which Patron pays for an hour of advertising-free television during Majors in the UK?
- Perhaps you’ve been to The Open recently? You’d get a discount within the on-site merchandise store by using a certain type of card … any guesses?
- Even watching on TV, you’ve surely seen the snazzily-dressed volunteers dotted around the course; but in who’s clothing?
Whilst Mercedes, Rolex, Mastercard, and Hugo Boss may be four of the more visible brands who have partnered with The Open over recent years, they’re joined in the top tier of sponsorship by four others; Doosan, Nikon, HSBC, and NTT Data. So what do some of these other brands get from their investment. In a couple of words; access and exposure. Despite Doosan’s relatively minimal branding throughout the week, the company still value their investment at more than $10m, thanks to their sponsorship of social media highlights and on course signage. Moreover, their ability to entertain global clients at one of the sports premier events is also likely to prove useful when maintaining relationships with key partners of their own.
Developments in technology have also enabled the R&A to monetise previously non-existent channels. Their partnership with NTT Data enhances the fan experience through shot tracking technology (known as ShotView), as well as an on-site Data Wall which shares live data with attendees within the Fan Village. So, not only are the R&A able to generate revenue from their sponsor, but they can also utilise their technology to create a better experience (ultimately helping them to increase ticket prices, which generates further revenue!). NTT Data are able to showcase their innovations to a captive audience of affluent golf fans, who may have a need for their software; and the brand will also likely receive favourable partnership terms with the R&A for the tournament utilising these technologies.
With the desire for ever-increasing purses in the professional game (last year the tournament committed $14m in tournament winnings), the R&A have a need to continue their development of patrons and suppliers, helping to keep the tournament financially sustainable. With only limited on-site branding opportunities, and an already-busy social and marketing output; we’ll be watching with interest to see how new partners can muscle into this space. And once they’re there, whether or not they see it as value for money!