A major aspect within the sports and entertainment industry is sponsorships. These partnerships may often be overlooked; however, the positive brand association consumers may attain is significant for all parties involved. For example, if Callaway Golf sponsors an indoor golf event and you have a fun time, you may subconsciously associate that brand with a good time.
Another aspect that is underrated when considering a partnership is sponsorship congruence or fit. The brand and property’s aims should be similar, this includes their missions, visions, and core values. Their audiences should align in some way or have some overlap. Finally, their attributes should align, which happens if their products and services are complimentary to each other. Overall, these aspects can increase the chance that the sponsorship is effective and will create value.
Within the golf industry, there are many ways for brands and properties to get involved in the sponsorship process. Throughout this section, there is an opportunity for the community to explore the many partnerships, sponsorships and agreements made within brands. There will be a variety of examples of past sponsorships and how your brand can get involved with sponsoring various events, facilities, and much more.
Volvik & Golfzon Sponsorship
In 2021, Golfzon ran the largest indoor golf tournament in North America. With the reputation Golfzon has as a premier golf technology software, Volvik saw fit that they should sponsor the event.
From Volvik’s perspective, this was a great opportunity to expand into a different sector than they typically do with green grass golf. Indoor golf is a growing industry that has great potential and with this event being the biggest in the western hemisphere, Volvik could not pass it up. This event saw Golfzon enlisting 36 different facilities across Canada, the United States and Mexico; therefore, it further expanded the reach of Volvik’s product.
From Golfzon’s perspective, having a major sponsor for this event makes various aspects much easier. For example, the grand prize winner of the tournament won a $2,000 gift card; with the funds Volvik provided as the sponsor, Golfzon was in a better situation to provide that prize.
Overall, the fit of this partnership was a strong one. With both the sponsor and sponsee being involved in the golf industry as a whole and their core audiences aligning, it made it easier to implement this idea into a reality. Volvik developed the world’s first patented dual core golf ball with a solid inner core and soft outer core, innovating the way technology can impact the sport of golf. With Golfzon being an industry leader in golf simulator technology, their products possess similar characteristics.
Visit the links below for more information on these brands and their partnership.
Full Swing Golf & Their PGA Tour Ambassadors
Full Swing Golf was founded in 1986 and since then, have established themselves as a high quality indoor golf simulator. Throughout their history, they have strengthened their brand by sponsoring PGA Tour professionals and have accumulated one of the best athlete rosters in the world. These names include Tiger Woods, Jon Rahm, Jordan Spieth and many more.
From Full Swing Golf’s perspective, this is an amazing opportunity to continue cementing themselves in the golf industry. It establishes themselves as a reputable simulator business through these professional golfers crediting Full Swing as a key part of their training process. Additionally, it is smart to partner with the best golfers in the world because of the subconscious association. This entails that because these golfers are practicing on the Full Swing Simulator, it aids in their success as a golfer when they compete in the tours. From the fans perspective, they see their favourite golfer using this simulator; therefore, it is in their subconscious that if they were to purchase a home simulator, Full Swing could be at the top of their list of choices.
From the perspective of the PGA professional golfers, they are getting full access to high quality indoor simulators, while also collecting a payment from Full Swing. If by some unfortunate circumstances they were unable to utilize a traditional green grass golf course, they could practice and play from the comfort of their own home.
Overall, this partnership between PGA professionals and Full Swing is a great fit. Both parties are benefitting from this partnership through tangible assets such as the simulator technology and cash. Additionally, having your brand represented is an asset that is not so tangible; however, the reach it will attain is huge from Full Swing’s perspective.
Visit the links below for more information.
BMW Indoor Invitational & TrackMan
In 2020, BMW organized an indoor golf tournament with some of the greatest golfers in the world. With the high standard of this event and reach, TrackMan saw fit to sponsor this event.
From TrackMan’s perspective, this was a great opportunity to display their brand on one of the biggest stages of golf. Their technology was used by some of the biggest golfers in the world, further exposing their brand and enhancing their relationships with the golfers. Additionally, this event was for a good cause with the purses going towards a charity or relief fund of the golfers’ choosing. This creates a good association between TrackMan and supporting the betterment of communities. Subconsciously, the viewers of the event are developing a strong, positive brand association between the tournament and TrackMan; therefore, if the consumers decide to purchase a golf simulator setup, it increases the chance that TrackMan is chosen.
From the tournament’s perspective, they needed a simulator technology to run their event. With TrackMan being one of the best in the world, it was smart that they partner. As well, the Head of BMW GolfSport Marketing stated that they share the same aspirations as Trackman in regards to driving golf further with a digital format.
Overall, the fit of this partnership was strong. TrackMan’s technology aligns with the idea of driving golf further with a digital format. BMW is involved in the golf industry with their various partnerships and events; therefore, their audience aligns with TrackMan’s fairly well. Through this partnership and fit, BMW and TrackMan have actually established a long-term partnership that will enhance both of their brands greatly.
Visit the links below for more information about the brands and the tournament.
The North Swing Open & Their Sponsors
Since 2019, North Swing Golf Lounge located in Barrie, Ontario has hosted an annual indoor golf tournament. In their 2021 event, they had four major sponsors including Kas Kitchens, Michelob Ultra, F45 Training, and Muskoka Brewery.
With the wide variety of brands, there are a few ways to assess these sponsorship agreements. To start with, Kas Kitchens took the lead being the largest sponsor with their minimum guaranteed first place prize money of $1000. Since they did this, they are the primary sponsor of the event, with their logo displaying the larger than the other sponsors. This is beneficial for them as this is a local event in Barrie; with Kas Kitchens also being located in that city, it creates significant exposure for their brand as the most known kitchen building brand in the area.
Michelob Ultra and Muskoka Brewery are some great sponsorships; however, they are very similar in nature with their industry. Having a large beer company such as Michelob is great, but Muskoka Brewery provides a better fit, with their headquarters being located in Bracebridge (just 1 hour away from Barrie). Having multiple alcohol sponsorships may confuse the consumers through their similarities. Regardless, events like these are entertaining; therefore, the individuals that attend this event may positively associate Michelob and Muskoka with having a fun time.
F45 Training Barrie South West is a great sponsor for this event as well. Once again, they are a local business within the Barrie area. Some of the individuals that attend these indoor golf events are athletes at heart and with F45 being displayed amongst the sponsors, the people might become interested. If there is an opportunity in the future to go to an F45 facility, they may remember how much fun they had at the North Swing Open and consider visiting.
Click the link below to visit North Swing’s website where you can inquire about sponsoring one of their future tournaments! Additionally, if you are interested about the sponsors of the event, click the links below to visit their websites.
ProSim Tour Sponsorship Opportunities
In 2021, ProSim held events monthly across 600 different indoor golf locations. Due to the rising popularity with indoor golf, now more than ever is the best opportunity for brands to sponsor these big events. ProSim has shown strong interest in getting sponsors for their event. TrackMan is the exclusive simulator technology being used for their tournaments and Vault Performance Consultants is a major sponsor as well. Through sponsoring the ProSim Tour, they state that you are supporting the industry and funding membership initiatives. Additionally, the sponsor will reach new consumers and build strong brand awareness with showcasing themselves at these worldwide events.
If you are interested in this partnership, use the links below to contact ProSim and to find more information about their sponsorships.