Capture the imagination of the golf industry where 11 million people are involved in the UK alone with a five year plan to expand into Europe

Transcription

1 Your Capture the imagination of the golf industry where 11 million people are involved in the UK alone with a five year plan to expand into Europe Title, Multiple Event and Cross Platform Sponsorship Proposal

2 Core Proposition Partner with the Professional Golfers Guild (PGGuild) for the most exciting professional and amateur golf tour to bridge a significant untapped market in the UK leveraging engagement and exposure across major media platforms expanding into Europe within 5 years. Walking and golf is one of the best things you can do for your health, adding years to life, and increasing health and happiness. Dr Murray, University of Edinburgh 1/5 of the UK population are actively engaged in the game of golf. Let s capture their imagination... TOGETHER. 2

3 Why the PGGuild? m m m Identified a void in the professional market from age 45 years and our experienced team piloted professional tournaments during 2016/17. Demand is very high; achieved participation by players from 14 countries worldwide looking for regular tournament golf including Ryder Cup players, European and Champions Tour winners (incl. Paul Broadhurst, Peter Baker and Paul Eales) Review led to the foundation of the Professional Golfers Guild - the ONLY organisation to recognise and identify with the very core of both the PGA and non PGA golf professionals - the 56% from age The PGGuild offers full brand integration with two new and unique opportunities Your Guild Tour: Bridge the gap with regular tournaments nationwide for golf professionals and leading amateurs from age 45 (page 5). Your PG-AM Series (held prior to Guild Tour): Amateur golfers (all ages/abilities) play with our tour professionals competing for qualifying places to the grand final held at your Guild Tour Championship (page 6). The Professional Golfers Guild has created outstanding opportunities for corporate sponsorship, engagement and entertainment driving cross media marketing to this untapped market. The UK platform is mirrored in Europe; our plan includes expanding our model within five years 3

4 Golf in the UK The impact of the game is felt in the lives of millions of people Tim Finchem, PGA TOUR Commissioner Golf PROFESSIONALS by age (PGA & NON PGA) Age of the 8 million active AMATEUR golfers in the UK (75% of golfers from age 45 years) 44%under age 45 56% aged 45 yrs. & over 55% aged yrs. 25% under age 45 20% 60 yrs. + UK golfers spend 4 billion annually on their sport Core market for the Guild Tour PG-AM Series Guild Tour I really hope you do well as this part of the golf empire does need changes & a re-look. Nigel Freemantle, MD Brand Fusion Intl & Chairman, British Golf Industry Association 4

5 PASSION DEDICATION COMMITMENT EXPERTISE Guild Tour m Golf professionals from age 45 m Leading amateur golfers from age 45 (max. handicap 5) About our International Golf Professionals These golf professionals have crafted their game through decades of hard work whilst influencing many generations. Collectively they have developed and defined golf as we know it. Their diversity affords the perfect hosts to share with and entertain your special guests. Being competitive from age 45 offers the best opportunity for qualification to the Staysure Tour (Senior European Tour) at age 50. We attract the widest range of golf professionals from the UK and abroad; former Ryder Cup players, European Tour winners and PGA Champions to the highly skilled professional at your home golf club. Andrew Oldcorn Ambassadors Andrew Oldcorn m Golf professionals from age 60 m Top amateur golfers from age 60 (max. handicap10) Senior PGA Champion & Senior European Tour winner Andrew Oldcorn is a MEMBER OF THE PROFESSIONAL GOLFERS GUILD 5

6 Your PG-AM Series Played the day before the professional tournament, your clients along with our amateur golfers will enjoy invaluable memories with our top class professionals and watch close up what they do and how they compete together. Open to men and ladies of all ages and abilities* 72% of consumers positively view brands that provide quality event experiences. 74% of respondents admit that by engaging with brands that create memorable moments makes them much more likely to buy their product. m m m EXPERIENTIAL MARKETING & BRAND RECOGNITION INTENSIVE PHOTO & VIDEO OPPORTUNITIES PERFECT FOR CROSS MARKETING OPPORTUNITIES * max. playing handicap men 24/ladies 32 less 10% Our new PG-AM Series format brings professional and amateur golfers together for maximum excitement, publicity and endurance for years to come. 6

7 Golfers are passionate about their sport Statistics show that 12.5% of the UK population play golf (000 s) North West: Manchester 312 Preston 44 Liverpool 275 Blackpool 38 North East Newcastle 200 Teesside 45 Yorkshire & Humberside: York 30 Leeds 225 Sheffield 80 East Midlands: Leicester 90 Northampton 36 Notts/Derby 192 Your PG-AM Series Golf is in a unique position as it appeals to a wide range of ages and audiences. Steve Mona, CEO World Golf Foundation 2016 West Midlands: Birmingham 460 South East: Oxford 30 Milton Keynes 34 South Hampshire 50 London: North London 580 East of London 212 Maidstone 46 Reading 27 East of England: Norwich 40 Cambridge 35 Bedford 23 We are where YOU are! There are in excess of 3.5 million golfers living in the catchment areas of our tournaments alone South West: Bristol 125 Gloucester/Cheltenham 40 Swindon 32 There are no boundaries. Your Guild Tour 7

8 Digital 107,274 UDH FB 62,881 TW 205,000 FB 1,873,822 alone 4,600 daily listeners FB 18,950 TW 16,600 TYPICAL EVENT COVERAGE Our key role will be to promote your company and sponsorship with our tour across a variety of local and national cross media, print and digital. Example shown: advertising for a tournament held in the Leeds area with a population of 1.8m. Print 300K+ FB 260k(+ ITV1.8m )TW 500k+ Radio E News 270k+ Digital 600K+ Print Readership 250,000 Digital 147,347 UV database 73,964 FB 14,089 TW 42,100 Golf Pro s/clubs 28,800 TW 2,796 Print 29,298 Digital 41,044 UDH FB 62,879 TW 157,000 40,000 registered users TW 16,900 Cross marketing monthly readership 500,000 6,500 hits FB 7072 TW 63, ,000 FB 19,021 TW 43,000 Wkly news circulated to 200,000 FB 98,181TW 21,000 PGG 2,700 PGG 5001 We will maximise local and national media avenues; print, digital and social 8

9 Roll out to local golf clubs Launch Local Media Campaign/ Player Interview Focus on Player profiles Focus on Order of Merit & Recent Results Focus on... Venue & Course Announce tournament and venue Paid branded media campaign - native & social media Focus on Player Interviews From 10 weeks: Cycle of promotional activities for each tournament <3m + Example reach of a single tournament Leeds Example: Digital We will 480k maximise UDH, Facebook local and 300k national (+ ITV 1.8m) media Twitter avenues; 565k print,, Print digital 280k, and Additional social Subscriber 850k 9

10 Leveraging the Live Experience with Leveraging the Live Experience with the PGGuild BRANDED VISIBILITY Title rights drive our entire cross media marketing. Extensive photo/media opportunities throughout season. Year long local, regional and nationwide exposure. BRANDED HOSPITALITY, CUSTOMER, COMMUNITY RELATIONSHIPS Treat your clients to exceptional event experiences. Positive interactions strengthen customer relationships. On-site activities help local communities get involved, boosting networking and media opportunities and the local economy. PERCEPTION, RECOGNITION & REPUTATION Building responsible customer experiences strengthens relationships. Customers enjoy your brand on a personal level. Great event experiences creative positive memories Participants interacting with industry professionals boosts confidence in your brand. LEADS, SALES A new market to cultivate new and excite existing customers. Perfect opportunity to cultivate and collect new contacts. Positive experiences lead to greater receptiveness to new sales, customer loyalty and retention. Media coverage available for your national marketing campaign. Be at the forefront of promoting the sport of golf with it s outstanding health benefits 10

11 The Sponsorship Package details:- BRANDING WHAT YOU CAN HAVE Official partner of the Professional Golfers Guild & Tours with full exclusive naming and branding rights. WHAT YOU CAN DO WITH IT Exclusive naming rights. Full regional and national branded media activation; promotions and marketing through all media channels. CORPORATE HOSPITALITY Sponsor given 12 tickets at each PG-AM event for your clients/guests to fully experience the tournament and playing with top professionals. Entertain/showcase your key clients/guests with direct engagement and local/national publicity. EXPERIENTIAL MARKETING Host a series of branded professional and amateur events nationwide and throughout the year with end of season finale. Live engagement plus local/national exposure through major media avenues including local TV & radio PHOTOGRAPHY. Sponsor will be given access to use tournament photography e.g. live performances, prize presentations, play offs, player tips Use within regional an national PR and marketing, advertising and online. Exclusive media for your own marketing SOCIAL MEDIA Golf professionals upload and share golf tips and tuition video clips via the ask.you.golf Use across social media (Facebook, Twitter, ask.you.golf), throughout the year. Exclusive media for your own promotions. Our role is to maximise the exposure for YOU 11

12 Venues The Shire, London Seve s masterpiece and only Seve Balllesteros designed course in England Eaton Golf Club, Norwich Golf s hidden gem in Norwich an oasis of beauty & tranquillity The Players Golf Club, Bristol One of the toughest courses in the south west Collingtree Park Golf Club, Northampton An impressive European Tour venue Sandiway, Northwich, Cheshire Sandiway is what you make it, an oasis, a gem, a golfing retreat...peter Alliss, international broadcaster and golf world legend Rotherham Golf Club, South Yorkshire The only club in England to boast a US Masters Tournament winner as a member (Danny Willet). Burhill Golf Club, Surrey Regional Open Qualifying venue and winner of Prestigious Star Awards for the most prestigious Sporting Venue! Rudding Park Golf Club, Harrogate Renowned Open Championship course architect Martin Hawtree, provide a risk and reward challenge Marriott Sprowston Manor Hotel & Country Club, Norwich Marriott deliver one of the finest inland courses in the region 5* Rockcliffe Hall Hotel, Golf & Spa, County Durham Championship golf course is one of the most challenging in Europe Marriott Forest of Arden, Birmingham Renowned around the world as one of the European Tour's leading venues Let s plan Your Guild Tour together around your choice of venues Bringing unique and exciting professional and amateur competitive golfing experiences to you to achieve your marketing goals. 12

13 Contact Information Michelle Aldous: Director e: m: +44 (0) Duncan McNaughton: Marketing Director/EGFT Professional e: m: +44 (0) Gary Potter: Director & PGA Golf Professional for over 40 years m: +44 (0) Paul Streeter Won tournaments organised by our team 2016/17 and qualified for the Stay Sure (Senior European) Tour in Your I would not be where I am without the mini tour Paul Broadhurst Ryder Cup player, 2016 Senior Open Champion & US Champions Tour inner Guild Tour PG-AM Series It s all about teamwork and working together for those common goals progolfersguild progolfersguild 13