By Barry Janoff
January 8, 2017: Barely two weeks into 2017, the PGA Tour is already having what some might call a great year.
Jay Monahan began his role PGA Tour commissioner this month, replacing Tim Finchem (who held the position for 22 years), seeking to make changes to improve the game. Tiger Woods has unveiled what seems to be a season-long commitment to playing on the pro tour. Sponsorship spend continues to rise. A new alliance was unveiled with Twitter.
And the PGA Tour has launched a multi-media marketing campaign, "That’s Good," which features many of the top names in the sport, including Woods, Jason Day, Rickie Fowler, Jim Furyk, Dustin Johnson, Rory McIlroy, Phil Mickelson, Patrick Reed, Adam Scott, Jordan Spieth, Henrik Stenson and Bubba Watson.
"That’s Good," using the PGA Tour’s long-running tag line, "These Guys Are Good," is intended to "demonstrate the extraordinary skills of PGA Tour players, the competitive drama that unfolds throughout the PGA Tour season and the meaningful things they do off the course."
"The goal of 'That’s Good' is to showcase the amazing talent of PGA Tour players with a fresh, different and modern look that will appeal to a wide range of sports fans," Ty Votaw, PGA Tour evp and CMO, said in a statement. "The campaign defines in new and captivating ways what 'good' means on the PGA Tour, and showcases the excitement and unpredictability that these unequaled players have fashioned."
The first spot, "That’s Good," features McIlroy and his run to the 2015-16 FedExCup championships. It broke this past weekend during the PGA Tour’s SBS Tournament of Champions at Kapalua Resort in Hawaii.
The second spot, "Good Goes," will showcase many of the top players on the Tour "and the remarkable things they have done in their respective careers."
Additional spots will be produced as the "season and key storylines develop in concert with the season-long race for the FedExCup," according to the PGA Tour.
The spots will run on PGA Tour media partners including CBS, NBC and Golf Channel, as well as across the PGA Tour's online platform.
Support includes Internet, social media and activation at PGA Tour tournaments and related events.
Lead agency is GSD&M, Austin; working with PGA Tour Entertainment and Los Angeles-based branding and marketing agencies Troika and HUM (music).
The PGA Tour’s just unveiled partnership with Twitter will live-streaming at the CareerBuilder Challenge in La Quinta, Calif. (Jan.19-22) and conclude at the season-ending Tour Championship.
The extended deal follows a live-streaming collaboration during the 2016 FedExCup Playoffs.
According to the PGA Tour, Twitter live coverage typically will include the first 60-90 minutes from the early Thursday and Friday morning hours of PGA Tour Lives’s OTT subscription window, on a global basis. The coverage will include pre-game analysis, interviews, range coverage, and live competition from the first two holes of each day's PGA Tour Live Marquee Groups.
The initiatives come as worldwide sponsorship spend on golf is expected to top a record $1.82 billion in 2016, up 5.1% from the $1.72 billion spent in 2015, according to research and consulting firm IEG, Chicago.
In 2016, for the first time since 1904, golf was part of the Summer Olympics, helping to "boost golf's profile among casual players and youngsters, as well as those who may have no connection to it.," according to industry analysts.
Veteran golfer Michelson tops the 2016 list among highest-paid golfers at $52.9 million, with $50 million of that from endorsement deals including Barclays and Rolex, according to Forbes.
McIlroy is second in endorsements at $35 million, including Nike and Omega. Spieth is third with endorsement earnings at $32 million from such partners as Under Armour, AT&T, Rolex and Coca-Cola.
Despite being away from the game due to rehab, Tiger Woods still takes in about $45 million in endorsement deals that include Hero Motorcorp, Kowa, Rolex and a recently signed multi-year deal to use Bridgestone Golf balls.
Woods has committed to playing in the 2017 Genesis Open, Feb. 13-19, at The Riviera Country Club in Pacific Palisades, Calif. Woods,’ TGR Live is the host of the Genesis Open that benefits the Tiger Woods Foundation.
In "That’s Good," a shots of McIroy on tour are accompanied by a voiceover.
"Where does this kind of good go from here? After an entire season of ups, downs, the preparation, the persistence, the pain. When it finally makes good on a dream and etches his name on the biggest prize in golf. Where could good possibly go from here? How about back to work. These guys are good. After an entire season of ups and downs, preparation, persistence and pain — Rory McIlroy finally etched his name on the FedExCup trophy, the biggest prize in golf."
In "Good Goes," shots of various top players are shown interspersed by a voiceover.
"On the PGA Tour there's a hundred kinds of good. The kind of good that's only getting started and the kind that never gives up. The overpowering good. The kind that sneaks up on you. The wicked good, The wild good. The on-of-a-kind good. Everybody out here is some kind of good. But only one can be good enough to etch his name on the FedExCup trophy, the biggest prize in golf."
Last year, the PGA Tour and LPGA unveiled a partnership to include schedule coordination, joint marketing programs, domestic TV representation, digital media and "exploring the potential development of joint events."
Tiger Woods On The Ball With Bridgestone
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