Swing into Success: 5 Reasons to Choose a Golfer as Your Company's Next Brand Ambassador
December 22, 2023
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CLEVELAND, OHIO | From celebrities to employees, companies are integrating ambassadors into their marketing plans to help positively position their brands.
The benefits are many and have evolved considerably over the last 5-7 years. From media exposure to a powerful talent acquisition tool, here are five top reasons to choose a professional golfer as your company’s next brand ambassador as you “tee up” your marketing goals.
1.) Global Visibility
Professional golfers have a global fan base and their participation in international tournaments significantly increases brand visibility. With diverse backgrounds, professional golfers address geographic regionality which provides flexibility when considering ambassadors.
Golf tournaments on the LPGA Tour, PGA TOUR, DP World Tour (and someday LIV Tour) receive extensive linear media coverage. To a lesser extent these tournaments also are covered by trade publications, cable, and online streaming services. It is this last outlet that has the most upside for providing your brand with valuable exposure and exposing your brand to a younger demographic.
24–45-year-old fans multi-task and consume content in a variety of ways on a variety of devices from locations that fit their lifestyles. The PGA TOUR is investing in alternative viewing options precisely to attract new and younger viewers and attract more sponsorship support.
2.) Customer Engagement
Golf facilitates networking and relationship development. Face-to-face interactions with clients and potential clients took a hiatus for much of the last 5-7 years. Why take the time to call — let alone meet in person — when one could email, text, message on social media, or host a Zoom call? (pandemic necessity aside)
These “newer” and “quicker" approaches to new business development are reverting to in person encounters as successful businesspeople now understand that people need to meet with people in person. Study after study confirms this.
BUT....people, particularly senior executives, are still busy and getting time with them is a coup.
Paradoxically, a strategy to accomplish this face-to-face meeting takes a lot of planning. What does he or she like to do? What is the best time of year? Location? Thankfully, golf is still high on the list of sports senior decision makers will make time for, but this still doesn’t create the hook.
So, what does?
Playing an “impossible to get on” golf course like Augusta, Seminole, Cypress Point, or Pine Valley… but GOOD LUCK booking a tee time! However, playing a round with a professional golfer could be the hook. Your ambassador can create the incentive for a prospect to spend the 4-5 hours you need to develop a meaningful connection!
3.) Social Media/Storytelling
A brand ambassador can be a great source of owned intellectual property (IP). Examples include Nelly Korda (LPGA Tour) for UKG and Tony Finau (PGA TOUR) for Grant Thornton who both have a strong presence on social media with +800,000 followers each.
Partnering with athletes who share corporate DNA allows your brand to leverage their social media influence with:
Consumers
Customers
Clients
Recruits
Employees
Local communities
Additionally, professional golfers are much more accessible. From experience, they are open to support campaigns that resonate with them personally and financially their deals can be structured to be more budget friendly.
4.) RULE 85%/15%: Support for Company Ambitions/Authentic and Positive Associations
Studies show consumers (corporate or not) follow sports (85%) more than they do science (15%). Forging a partnership with a golfer whose values resonate with your company's ethos not only establishes a genuine connection with your target audiences but also greatly elevates your brand's exposure authentically.
For example, if your company’s ambitions involve sustainability, consider the impact of aligning with a golfer who shares your commitment. Their ability to articulate and champion sustainable practices seamlessly aligns mutual values and tells a great corporate story.
5.) Talent Acquisition & Company Pride
A professional golfer brand ambassador sets your business apart from competitors. Having a unique and compelling story to tell becomes a talking point during recruitment efforts.
This of course will not be the sole reason for a new and talented executive recruit to sign up, but studies show that new hires are more likely to work for a company that supports their causes (that the ambassador can help communicate) for less money than for ones that don’t.
Sponsoring a professional golfer can also be a morale booster for existing employees. Seeing their company associated with a high-profile athlete can enhance pride and engagement among the workforce contributing to a positive workplace environment.
Asking yourself how to even begin signing a professional golfer as a brand ambassador? We can help from start to finish.
To get the ball rolling, visit https://www.colvinsportsnetwork.com/contact.