As one of the most prestigious events of the golfing calendar, the Masters is a highly sought-after opportunity to reach some of the most influential golfing fans in the world. Its high profile makes it an ideal arena for the players to make the most of sponsorship deals, and for advertisers to reach the demographics that they are most likely to appeal to.
In 2022, it was reported that the Masters generated revenue totalling $142 million, while the US Open was expected to be $160 million. The Masters’ revenue is generated through a variety of channels, but it’s worth noting that none of these are domestic television rights of sponsorship.
It is thought that the television networks that cover the tournament, CBS and ESPN, do not pay the golf club for the rights to cover the contest in exchange for complete broadcasting control. Of the $160 million that the US Open generated last year, more than $93 million came from deals over the domestic television rights with at least $15 million from sponsors.
Betting on the US Masters
Plenty of golf fans want to make the Masters even more exciting with a couple of bets, and there are plenty of things they might choose to place their money on, including:
- Who will make the cut for the final rounds
- Who will be within ten strokes of the leader’s score
- How old the winner will be
- Which rookie is most likely to win
- The color of shirt the winner is most likely to have
- Which European player will finish highest
- Which player will lead the first round
With so many different options for those that want to bet on the Masters, it’s no wonder that this is a big weekend for sportsbook operators who display the Masters odds for the most popular bets placed.
Signage at the Augusta Masters
Most sporting events generate a lot of revenue by having advertising on show throughout the game on signage around the playing areas. Most of the PGA tour events include branding, logos, and sponsorship messages throughout the grounds.
Equipment and accessories all feature some kind of logo, and even the surroundings can be sponsored for those that want to have their logo rendered in flowers, on umbrellas, or on the players’ tees. While spectators may get used to the sight of advertising material when they attend or watch the competitions.
However, it is noticeable when watching the Masters, that they do things a little differently. The Masters is unusual in that the organizers deliberately choose to limit the amount of advertising they display, specifically to preserve the things that make the Masters special.
The event has a few global sponsors, and those watching on the television or an app will see their advertisements, the course itself has almost no signage and there is very little to remind viewers that the events have corporate sponsors. This is an unusual approach, but the Masters is the exception to so many rules that one more seems fitting.
The reasons given for this logo-free no-advertising zone recognize the unique place that the Augusta National holds in the world of golf. It preserves some of the traditions and exclusivity that have long been associated with the course.
Advertising and sponsorship in other sports
For many people, the fact that the Masters has maintained an ad-free position is even more impressive given the current trend in advertising seen in other sports. The NHL has gone the other way, increasing the number of ad spots available a few years ago.
The NBA also welcomes sponsorship and advertising, allowing players to wear jerseys with corporate patches on them and including warm-up gear in the list of items that can feature advertising. The Super Bowl comes close to bridging the two worlds, with a few advertisers given prominence in their famously sought-after television advertising slots, throwing the focus to just one or two key sponsors, but also allowing a lot of other advertising within the game.
The Masters’ Sponsors
Sponsorship at the Masters may not be obvious to the viewers, but global sponsors Mercedes supplied all the players, and a selection of other guests, with cars to use for the duration of the tournament. They also hosted a concert with Grammy Award winner Charles Kelley and provided a selection of guests with a VIP food and drinks package.
IBM is another sponsor that has contributed everything from a slick and easy-to-use website to some deep dives into the analytical side of golfing. Fans using the custom-built app will spot the IBM logo in the corner, but it is otherwise a very low-key sponsorship that focuses on demonstrating the tech that makes the brand such a global phenomenon.
Without conspicuous branding and logos, the Masters has made their relative neutrality a brand all of its own.
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