When it comes to sponsorship activation, property-linked advertising and broadcast activity around the Ryder Cup, the 2016 tournament introduces a raft of ‘firsts’.
The transatlantic dual was first played in 1927, but this year’s Hazeltine-hosted competition is the first time tournament sponsors have the rights to the event’s ‘marks’ and to extensive on-course branding
Every two years, the Ryder Cup (perhaps the greatest golf tournament on earth – even though it offers no prize money) sees the 12 best players from Europe and the USA compete in a multiple format tournament for team honours.
It is the USA’s turn to hold the bi-annual event and this year has seen The PGA of America run a much more comprehensive branding plan than any previous iteration as it seeks to attract additional corporate partners and build more fan interest around golf’s highest-profile international team tournament.
This included a new advertising campaign, innovative broadcaster initiatives, plus a considerably broader merchandise and retail strategy.
The 2016 Ryder Cup between the USA and Europe runs from 30 September to 2 October at Hazeltine National Golf Club, near Minneapolis in Minnesota.
‘[The Ryder Cup] is a property that has been held close to the vest and hasn’t allowed partners to unlock the property,’ explained PGA Of American chief commercial officer Jeff Price when the new approach was unveiled.
‘The goal of the 2016 branding plan is to “maintain the integrity but make the event a bigger part of the landscape.’
The PGA of America appointed New York’s Catalyst Branding to spearhead the rebranding: which includes fresh red-and-white-based on-course signage as the hosts aim to ensure a more unified, home-team event environment.
Awaiting the Captains' News Conference … #RyderCup pic.twitter.com/bIg9092MAy
— Ryder Cup (@rydercup) September 26, 2016
The property owner is also generating excitement around the event by deploying a series of content pieces across its rebranded and revamped www.RyderCup.com digital home (which offers extended mobile usage and increased live video content), and social platforms: these range from videos including an ‘Inside Hazeltine’,
a ‘Tour of Team Europe’s Locker Room’,
as well as key moment clips from previous tournaments such as ‘2014’s Winning Moment’,
and the usual tournament views and news.
The PGA of America has also teamed up with Ralph Lauren (which also provides the US Olympic team kits), official outfitter for the USA Ryder Cup team, to help drive retail sales.
The kit was unveiled via a late August campaign that kicked-off with a PR-led launch.
‘We are working with Ralph Lauren to take the team uniform and bring it into retail environments like Nordstrom, Bloomingdale’s, Macy’s and other locations,’ adds Kevin Ring, chief revenue officer of the PGA of America.
We Are 13
Looking to amplify fan support behind the 2016 USA Ryder Cup Team, 27 September saw the PGA of America launch its ‘We are 13’ fan campaign at Hazeltine National Golf Club.
The initiative has been created to encourage fan support and excitement for the 2016 Ryder Cup and the objective behind for ‘We Are 13’ is to unite the entire nation behind the 12 U.S. players in their quest to reclaim the Ryder Cup.
In developing the campaign, USA fans are being asked to support the ‘We are 13’ pledge:
PLEDGE:
We are 13.
12 players plus 1 nation.
This is the Ryder Cup.
Our country. Our course. Our team.
We’ll rep the red, white and blue on the green.
We’ll go big, get loud and show respect.
We’ll see golfers become legends, moments become memories and can’t wait to see what’s coming next.
We’ll be watching.
We’ll be cheering.
We are 13!
Three world class athletes in Michael Phelps, Tom Brady and Alison Lee, along with actor Anthony Anderson, have agreed to become the first fans to get behind ‘We are 13’’.
In support of the campaign, videos featuring each of the ‘First Fans’ reading the pledge have been created along with a montage piece featuring all four together – click to view.
Tom Brady is in. Are you? #WeAre13#GoUSA pic.twitter.com/9eWAF80pbQ
— Ryder Cup USA (@RyderCupUSA) September 28, 2016
Fans can also participate in the campaign through unique ‘We Are 13’ merchandise created by Under Armour and New Era.
‘We are 13’ merchandise is available on-site at Hazeltine National Golf Club, online at underarmour.com and at select Dick’s Sporting Goods stores across the country with all proceeds going to support the PGA REACH Foundation and youth golf initiatives across the 41 PGA Sections.
‘This campaign is looking to untap the great passion US fans have for Ryder Cup USA and our 12 players. We hope to galvanize fans behind “We Are 13” while also benefiting our foundation, PGA REACH, and our grow the game initiatives across our 41 PGA sections,’ announced PGA of America CCO Jeff Price at the launch.
‘With the support of athletes and celebrities, we believe this is the rallying cry for all fans of Ryder Cup USA to show their tremendous support for the American team.’
Worldwide Sponsor
The Ryder Cup has just one single worldwide sponsor, Standard Life Investments, which signed a deal for the 2014 Ryder Cup in Scotland and the 2016 event in Minnesota.
Standard Life’s central 2016 activation campaign, called ‘World Class As Standard’, has rolled out over the last few months and revolved around an online film series starring the two team captains (Darren Clarke and Davis Love III) and a set of golf experts and insiders spanning sports science performance experts, sports psychologists and sports data analysts (see case study).
Teams Split Sponsorships
Other than the event’s single global partner Standard Life, the other key Ryder Cup sponsors are actually the (often competing) commercial partners of the two competing team organisers – The PGA Of America and The PGA European Tour.
In fact, the unusual rights split sees the official Ryder Cup website (http://www.rydercup.com/) actually come in two matching versions: as USA version carrying PGA Of America sponsorship assets and a European version hosting PGA European Tour partner executions.
This means that, somewhat peculiarly, the US version has online banner ads from its partners like Mercedes,
and Omega, while the mirror European site hosts online banners from its sponsors like BMW and Rolex.
It is as if fierce brand rivals competing in the same category are battling it out alongside the teams for Ryder Cup supremacy.
Of course, as this yer the event is hosted by the US, it is the PGA of American sponsors who are able to activate on-site at Hazeltine itself.
This year’s on-course experiential initiatives in 2016 include:
Mercedes-Benz Performance Centre
As a Patron of the PGA of America, Mercedes-Benz realizes the importance of performance both on and off the road and at its Ryder Cup ‘Performance Center’ provides spectators the opportunity to experience Mercedes-Benz and their newest vehicle lineup, as well as test their putting on a unique miniature golf course for a chance to win a Mercedes-Benz.
The Samsung Experience
A one-of-a-kind experience powered by Samsung tech connects golfers with the game they love via an interactive virtual reality experience using Gear VR, 360 degree photo ops with the Gear 360, a premium viewing experience on the new Samsung 4K SUHD TVs, and other unique technology enhanced experiences. The brand also offers a Ryder Cup app that includes exclusive content for Samsung Smart TVs and Samsung Galaxy devices.
Planet Omega
Omega’s on-course branded space invites ticket holders to discover its timepieces and brand history at the themed Omega Exhibition: open to all spectators, it spans installations, films and projections on watchmaking in segments called Sporting Spirit, Sea Exploration, Ladies’ Watches, Going to Space, James Bond, and Social Engagement.
Chase Sapphire Cardmember Club
The Chase Sapphire Cardmember Club, located between the 3rd tee and 11th fairway, offers a unique experience at the Ryder Cup for cardmembers – who will enjoy benefits ranging from complimentary food and beverages, cash bar and an interactive golf experience.
Ambushers & Advertisers
Several brands without specific Ryder Cup rights, but with golf heritage and game relevance, are also rolling out campaigns around the 2016 transatlantic dual.
These range from Ballantine’s innovative ‘Call The Shots’ interactive video game (see case study) and footwear brand Hickies’ new campaign fronted by Masters champion Danny Willett (see case study), to bookie Paddy Power’s cheeky spot that sees Piers Morgan back Team USA and thus give fans a reason to get behind Team Europe.
Broadcast Innovation
NBC will simulcast Golf Channel’s live opening-tee coverage from Friday, 20 September across several of the network’s other channels and NBC-owned RSNs, after which NBC will air Saturday and Sunday play, while Golf Channel will broadcast match coverage via select national commercial breaks ( a ‘first’ for the network’s golf coverage).
‘We have tested it on the European Tour and found we were keeping viewers longer, so in some breaks you will hear audio of the commercials and continue to see the action,’ outlines Golf Channel SVP Regina O’Brien.
‘We are calling it “Playing Through”.’
This will see NBC Sports run ‘Split-Screen’ coverage during its ‘Playing Through’ Ryder Cup live feed: with viewers seeing a split-screen with the right-hand side playing an ad and the left-hand running continuous live action right through the commercial breaks.
While Turner Sports is enhancing its Ryder Cup viewer experience with Google technology
Aiming to offer fans a chance to ‘walk the course like the pros’, the new initiative with Google and Ubilabs includes a 360-degree photo experience and gives viewers a chance to ‘virtually walk’ the Hazeltine course.
This ‘Hazeltine Explorer’ feature will mean that the millions of viewers around the world who can’t make it onto the course can experience it as if they were in attendance personally via RyderCup.com or the RyderCup apps.
By layering 4,300 360-degree photos into Google Maps. Map integration experience outfit Ubilabs created an interactive course experience that also integrates video highlights and elevated hole graphs, as well as course-specific historical moments.
While those able to actually make it to Hazeltine in person for the Ryder Cup will be able to walk paths and crosswalks assisted by a custom Wayfinding feature built on the Google Maps API to enhance the on-course fan experience.
Links:
Ryder Cup Web:
www.rydercup.com
Ryder Cup Facebook:
Ryder Cup European Team
https://www.facebook.com/RyderCupEuropeanTeam/
Ryder Cup USA
https://www.facebook.com/RyderCupUSA/
Ryder Cup Twitter:
https://twitter.com/rydercup
@RyderCup
@RyderCupEurope
@RyderCupUSA
PGA Ryder Cup Shop:
