How To Leverage A Pro Golfer's Star Power To Elevate Your Brand
Posted by Ron Amodio on Tue, Nov 01, 2011 @ 08:14 AM
A good example of companies getting the biggest bang for their marketing bucks when sponsoring a professional golfer is the new” Sports Illustrated Ultimate Game Room Sweepstakes" presented by DirectBuy and featuring Michelle Wie in various television and print advertising.
The promotion capitalizes on Michelle’s star power on the LPGA Tour to help promote the contest; teams up with a powerful media and promotional partner in Sports Illustrated, leverages the reach of their 
loyal readership; and gives sports fans the opportunity to win a grand prize worth more than $15,000 in ultimate game room merchandise supplied by DirectBuy.
The Ultimate Game Room Giveaway television commercial has gone viral on YouTube and is supported with print ads in SI and promoted in digital media including SI.com, social media and on Michelle Wie’s website.
If you have an opportunity to watch the commercial, look for several of the effective practices we cited in our previous blog posts about professional golfer endorsement deals in general, and LPGA golfer sponsorships, in particular. They are:
1. Authenticity / Rub Off Effect / Halo Benefit - click here
As noted in a recent PRNewswire from DirectBuy: "One of the most widely recognized stars in women's golf, Michelle Wie is also one of DirectBuy's more than 400,000 members. In addition, she recently bought a new home, which will be furnished using products purchased using her DirectBuy membership."
"Our partnership with Michelle Wie and Sports Illustrated is a key component of our strategy for the DirectBuy brand," explained Geoff Kehoe, Chief Marketing Officer for DirectBuy. "By engaging Michelle and sharing her story, we're not only elevating our brand but also giving consumers a real-life example of what they can expect as DirectBuy members."
2. Brand Exposure in Other Companies’ Ads - click here
As the commercial opens, you’ll see what appears to be similar to the red Kia Soul in “The Arrival Commercial” Michelle did for Kia Motors in her role as “Official Golf Ambassador for the brand.” At the start of Michelle’s commercial for DirectBuy, you’ll also note that the Nike Swoosh is visible on her golf cap and golf shirt. And she's wearing a Zengyro Energy Band on her wrist. So the spot delivers bonus exposure for all three brands.
3. “Clean Company” - click here
With regard to Nike, you’ll note there’s no clutter on the Nike apparel Michelle is wearing in the commercial – just the Nike Swoosh which appears on-air long enough to convey the power of the Nike brand. This is a practice that has been played over many times in the commercials that Tiger Woods has done for his previous and current sponsors in which the Nike Swoosh is prominently visible on his golf shirt and in prior years, on his golf cap.
To learn more about the SI Ultimate Game Room Sweepstakes sponsored by DirectBuy, visit their website at https://news.timeinc.net/si/ultimategameroom/.
Our colleague, Bill Colvin, Colvin Sports Network, is constantly working with his corporate clients and their Brand Ambassadors to help them get the most from their professional golfer sponsorships. You can reach Bill directly by phone: 216-272-7779, via email: bill@colvinsports.com and you can also follow him on twitter: billcolvin.
If this article was helpful, you may also be interested in the following:
Turning Pro And Landing Endorsements-Which Road To Take? (Part 2)
4 Ways Pro Golfer Endorsement Deals Can Deliver Halo Benefits.
Pro Golfer Endorsement Deal Pricing-9 Brand Exposure Options.
To download our complimentary report, "Six Sure Ways Business Golf Can Improve Your Customer Retention," click on the button below.
Photo Credit, Michelle Wie, SI, Direct Buy Ad: SI.com
