The Benefits of Marketing with the PGA Tour
PGA Tour fans are known for their passion and dedication to the sport, creating a prime opportunity for brands to foster loyalty and affinity among this engaged audience.
An Overview of the PGA Tour
The PGA TOUR is the world’s premier membership organization for touring professional golfers and hosts more than 40 tournaments throughout the year, including the Masters, U.S. Open, and PGA Championship.
Better yet, viewership is growing. According to CBS Sports, the Tour’s 42 telecasts averaged 2.2 million viewers in 2023. Viewership on Paramount+ also set records, becoming the most-streamed PGA Tour across households, minutes, and average minute audience.
With millions of viewers tuning in worldwide and local viewers tuning into local stations when the events come to their hometowns, the PGA Tour offers unparalleled exposure for brands looking to enhance their sports marketing visibility among fans and golf enthusiasts.
The Benefits of Advertising on the PGA Tour
Sports advertising has plenty of benefits, and advertising on the PGA Tour offers numerous benefits for businesses looking to reach a specific demographic and enhance their brand visibility.
1. Live Television Audiences are Highly Engaged
Sports fans are highly engaged during live broadcast events, as they invest emotionally in the outcome of the game or event. This captive audience gives advertisers a prime opportunity to deliver their message to a receptive audience that is less likely to change the channel or skip commercials. That’s because these viewers know that sports and commercials are like teammates. Commercials are part of the live-viewing experience and are the topic of social discussion.
Commercials aired during live appointment TV broadcast events not only have the potential to leave a lasting impression on viewers due to the heightened emotional engagement and excitement surrounding the event but also allow advertisers to tailor messaging to appeal to the target audience. This strategy will ensure the message resonates with the right viewers and maximize the effectiveness of advertising efforts.
In addition to traditional commercial spots, live broadcast events often offer sponsorship opportunities, such as TEGNA’s Sports Report, that give brands greater visibility and integration into the event.
2. A Brand-Loyal Audience That LOVES Golf
The audience of the PGA Tour doesn’t merely have an affinity for golf; they are passionate enthusiasts who watch and play the game they love. According to the PGA Tour’s website, this audience:
- 75% more likely to have played golf in the last six months
- 55% more likely to have been a spectator at a golf event
- 137% more likely to have taken a golf vacation in the previous 12 months
- 9% more likely to describe themselves as “brand loyal”
The relentless dedication and emotional bond that golf enthusiasts share with the sport’s culture and traditions form a solid foundation for brand loyalty. Corporate sponsorships and brand endorsements have long been intertwined with golf tournaments and events, leading fans to actively engage with these brands and develop a sense of trust and familiarity over time.
While 55% of the PGA Tour’s audience is aged 55+, the younger audience is growing. This younger audience, particularly millennials, wants to do business with and buy from brands that share their values and commitment to the community. The PGA’s audience aligns with the sport’s core values of integrity, honor, and respect. Brands with similar values can easily tap into this mindset and forge a genuine connection surpassing transactional relationships.
3. Reach an Educated Demographic with High Buying Power
Reaching the PGA Tour’s target audience could be a hole-in-one for brands looking to market to an affluent audience. Insights speaking to this audience’s affluence and buying power include:
- 231% more likely to spend $200,000 every year
- 87% have a household income of $150k+
- 76% more likely to own a second home
- 30% are more likely to have a bachelor’s degree
- 21+% have a postgraduate degree
- 16% are more likely to donate to a non-profit
- 12% more likely to be part of the C-suite
H3: 4. Build Trust with Your Audience Through the Halo Effect
It’s no secret that trust drives growth, leading to increased sales, advocacy, and loyalty. The 2023 Edelman Trust Barometer uncovered several valuable insights for brands looking to increase customer trust.
- 71% say it’s more important to trust brands they use than in the past
- 67% stay loyal and recommend/advocate for a trusted brand despite a mistake
- 59% are more likely to buy new products from a trusted brand despite the price tag
How do brands build this trust with consumers?
Studies show that consumers are more likely to trust – and buy from – brands that advertise alongside sources of information they trust. By aligning with the PGA Tour, brands can see a halo effect. By extension, the audience views brand advertising as trustworthy and credible because of its alignment with something they love, trust, or are engaged with, in this case, the PGA Tour.
Brands can also benefit from the halo effect by aligning advertising with the PGA Tour through their local broadcast news station. The Edelman Trust Barometer found:
- 46% of consumers are more likely to buy brands that are committed to combatting misinformation; and
- Media is the best source to learn about a brand’s commitment to issues the consumer cares about.
Additionally, TVB found that local broadcast news is the most trusted platform among viewers, extending the halo effect to advertising. In the case of the PGA Tour, local news offers trustworthy sports content delivered by beloved and award-winning sports reporters – and its sponsorable content to help increase brand awareness among a local audience.
Notably, the Edelman Trust Barometer found that 78% uncover things that attract and create loyal customers after their first purchase. Therefore, ongoing engagement beyond advertising is key, and local news broadcast offers ample opportunities for brands to be active in the community.
5. Emotional Connection
The PGA Tour is rich with history, tradition, and stories of triumphs and tribulations dating back to the 1800s, despite the “formal” beginning of the PGA Tour in 1968. Advertising during such a storied event allows brands to tap into this rich heritage, emotionally connecting with consumers on a nostalgic level and fostering a deeper bond with their audience.
Creating an emotional connection with consumers allows brands to move beyond transactional interactions and become integral to consumers’ lives. Think about it: some of the most powerful ads in history – Google’s Loretta, The Farmer’s Dog Super Bowl ad, and P&G’s Thank You, Mom – are effective because they emotionally connect with their audience.
But just how effective is emotional marketing? Spiralitics gathered some of the most compelling stats from Unruly, Netimperative, HBR, Motista, and Nielsen, respectively, and found:
- Emotionally triggering ads can persuade 70% of viewers to buy a product
- 81% of emotionally connected consumers promote brands to friends and family
- An emotional connection between a customer and the organization is 52% more valuable than a highly satisfied customer
- Emotionally connected customers are more likely to spend double on their favorite brands
- Ads with higher-than-average emotional responses generate 23% of sales spikes
Examples of Successful PGA Tour Ads
These examples of ads in the form of content sponsorships showcase the power of aligning with the PGA Tour and your local broadcast news station to engage audiences and golf enthusiasts alike with emotional appeal, storytelling, and community involvement.
Nevel Meade Golf Course Appears on WHAS 11’s Great Day Live!
By being featured on a popular television show like Great Day Live!, Nevel Meade gains significant exposure to a golf-loving and broad audience to increase awareness among local residents and potential visitors. By sponsoring a segment on the show, the golf course strengthens its ties to the local community, demonstrates its commitment to supporting local media, educates viewers, and builds trust and credibility through the halo effect.
Ironman Sports Medicine Institute Sponsors KHOU’s Athlete of the Week
Sponsoring KHOU’s Athlete of the Week and aligning with golf and PGA Tour content enables Ironman Sports Medicine Institute to enhance brand visibility, reach its target audience, build credibility, engage with the community, and explore partnership opportunities within the sports industry. Watch here.
New South Window Solutions Sponsors WCNC’s Segment on the Fan Experience at Wells Fargo Championship
Sponsoring a segment on the fan experience at a prestigious golf event like the Wells Fargo Championship allows New South Window Solutions to target a specific audience interested in golf and sports. This audience will likely be comprised of homeowners and individuals interested in home improvement projects.
This alignment also provides additional marketing opportunities, such as on-air mentions, logo placement, and promotional activities to increase brand visibility and engagement with the audience.
Hit a Hole-in-One with Team TEGNA
Our ultimate goal is to equip brands with insights to capture the hearts and minds of sports fans nationwide. Team TEGNA knows the power of cross-platform ad campaigns that combine TV, streaming, and digital assets, and we’re ready to jump-start your campaign today. With 64 broadcast stations in 51 markets nationwide, TEGNA has a unique ability to reach drivers across Broadcast, OTT Streaming, and digital solutions. Contact us today to see how we can accelerate your advertising.
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