Last weekend Matt Fitzpatrick took home his first major championship win. Fitzpatrick has deals with Castore, Protiviti, Skechers, Troon and Workday. All five brands can be seen on the course either on his hat, shirt or golf bag. Fitzpatrick promotes his social media where he is ranked #71 amongst golfers in terms of total followers (219K total following across Instagram, Twitter, Facebook) with a 15% YOY growth in followers.
Take a closer look into which brands boasted a prominent presence during the coveted U.S. Open:
Viewership for the final round on NBC was 5.41M and a key way brands activated during the event was through broadcast advertisements. 63 total brands had a placement during the final round of the event with 16 having more than one asset. Brands that had more than one asset include AT&T, Corona and Verizon.
Lexus, American Express and Rolex saw the greatest number of unique assets during the event with Sentry Insurance and Deloitte rounding out the top five. Here are just some of the ways these brands activated:
Lexus – Golf Simulator (Sponsored Attendee Activity), Trophy Experience, Split Screen Commercial, Ad / Logo Pop Up
American Express – American Express Cardmember Lounge, Member When Moments (Featured Segment), Split Screen Commercial
Rolex – Interior Signage, Upcoming USGA Championships and Scoreboard (Featured Segments), Ad / Logo Pop Up
Sentry Insurance – USGA GHIN Mobile App (Presenting Sponsor), Split Screen Commercial
Deloitte – Bunker Cam (Presenting Sponsor), Ad / Logo Pop Up, Live Read Commercial
* These five brands are all partners of the U.S. Golf Association (USGA)
Austin Leibach, who oversees golf operations at SponsorUnited, gives his thoughts on what the LIV Golf Tour could mean for the PGA TOUR, “All eyes are always on the golf majors, the four largest tournaments each year, but I expect to see even more focus on them in the coming year. The PGA TOUR is missing some major star power in the likes of Dustin Johnson, Phil Mickelson, Dechambeau, Koepka, and others, lured away by the extreme salaries of the LIV Golf Tour. Since these golfers are still allowed to compete in the majors, I anticipate a larger brand focus on these normally exclusive tournaments.”