Sponsor Insights

Masters 2022 Celebrity Commercials | SponsorInsights

The 2022 Masters Tournament has concluded, and SponsorUnited tracked over 50 athletes and celebrities who made appearances in commercials during the tourney.

Take a look at some of the brand and celebrities who were seen in commercials this weekend.Masters Endorsement Commercials

Brands Master Endorsement Deals with Golfers

The Masters is such an exclusive event when it comes to tournament sponsors, therefore it allows more room to highlight golfer’s individual partnerships. Scottie Scheffler took home the coveted green jacket Sunday, and it’s fair to assume his brand partners also felt like they won. Scheffler, the #1 ranked golfer in the world, works with six brands including Nike, Veritex Community Bank, TaylorMade, and Titleist. Congratulations to these brands on their maximum exposure during the Masters, and as Scheffler continues his hot streak on top.

While Scheffler’s brand partners are capitalizing on his green jacket win, let’s see how his sponsorship numbers par up to the top five finishers. And what about those other guys favored to win?

Top 5 Finishers

1st Scottie Scheffler | 6 Brands

2nd Rory McIlroy | 19 Brands

T3rd Shane Lowry | 7 Brands

T3rd Cameron Smith | 8 Brands

5th Collin Morikawa | 12 Brands

 

Top 5 Favorites to Win Masters

Justin Thomas | 10 Brands

Jon Rahm | 10 Brands

Brooks Koepka | 7 Brands

Collin Morikawa | 12 Brands

Cameron Smith | 8 Brands

Interestingly enough, Scheffler has the least amount of deals when compared to his competition, but that stat will likely not stick around for long. Take Collin Morikawa for example, after winning his first major back in 2020, his deals increased by +140%. This year he was a fan favorite to win along with his 12 brand partnerships. It will be interesting to see how Scheffler’s Masters win, and first PGA win, will affect his number of deals. Will his endorsements skyrocket like that of Morikawa? What brands will be next to leverage Scheffler’s game and highly engaged social media following?

Golf | Endorsements

The most anticipated golf tournament of the year is finally here as the Masters tees off in Augusta. Over 280 brands have an endorsement deal with golfers across the world, and these brands use the Masters as their runway to showcase their partnerships with the best of the best. On average, each professional golfer has 5 endorsements. Brands are eager to get premium placement on players hats, shirts, bags, and shoes. In regards to the most partnerships with golfers, ROLEX and NetJets lead the way for non-apparel brands while Titleist and TaylorMade are #1 and #2 respectively across all categories (no surprise there).

So who are the top betting favorites we’ll see on the course this weekend? And which lucky brands are  capitalizing on these players’ social following?

The top five betting favorites heading into the tournament are Justin Thomas, Jon Rahm, Scottie Scheffler, Dustin Johnson, & Cameron Smith. Johnson leads the group in terms of social media followers with over 2 million across IG / FB /  channels. Having the least amount of followers is Scheffler. However, his followers are highly engaged making Scheffler’s average engagement rate over 65% on his branded posts. Four of these five golfers have deals with both NetJets and Titleist, brands that are sure to garner extra exposure throughout the weekend. 

Aside from Apparel & Accessories, Watches & Jewelry, Banking, and Software companies are the most frequent categories signing golfers to endorsement deals with their brands. The top three brands within these categories are Rolex, Veritex Community Bank, & Slync.io respectively.

Golf Endorsements

Waste Management Open | Presenting Sponsor

And this is why you have Waste Management as your presenting sponsor….

According to our SponsorUnited team (and yes, we had our stopwatches ready), it took 3 minutes to clear this “display of appreciation” from the fans after Sam Ryder’s hole-in-one on the iconic 16th hole today at TOC Scottsdale for the WM Phoenix Open. Impressive cleanup!

Waste Management began its sponsorship of the PGA event, Phoenix Open, back in 2010 and recently signed an extension through 2030. Moments like this as a presenting sponsor give you an extra boost nationally. The brand has 18 total sponsorship assets, 3X more than their second largest deal in terms of sponsorship assets with the Houston Texans having 6. Throughout the tournament, according to SponsorUnited data, there were 14 different locations where Waste Management signage was visible including tee-box signage.

Outside of being the presenting sponsor of the Phoenix Open, Waste Management has over 60 other sponsorship deals. Their most frequently bought assets with these other partnerships include Interior Signage, TV-Visible Signage as well as Event Content/Activation. Philadelphia is their top market where they have over 5 sponsorship or media deals.