For years, Cadillac has been the supplier of courtesy cars to the Masters golf tournament. This year, players are arriving in cars from Mercedes-Benz thanks to a Masters sponsorship deal inked last year that is intended to make the tournament feel more "international" according to the Augusta National Golf Club.
Mercedes is not the only company that will try to leverage the Masters to boost awareness and sales. As per usual, a plethora of companies will be on hand to schmooze and make the big deals. It won't be as obvious to viewers as sponsorship is at other stops on the PGA Tour. Sponsor tents are not allowed on the coveted Masters course, but never fear, those sponsors will be there.
Rather than flimsy tents and temporary structures, sponsors like AT&T (NYSE: T), IBM (NYSE: IBM) and ExxonMobil (NYSE: XOM) will be wining and dining guests and clients in one of the new homes that were built just east of the 10th fairway, which are being used strictly for the three broadcast sponsors. Not bad.
What do you think? Has event sponsorship such as sports, concerts, etc. and other related marketing initiatives like stadium branding gotten out of hand? Do these types of sponsorships deliver an adequate ROI?
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Posted by: faisy | April 19, 2008 2:15 AM | Permalink to Comment