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SBD/12/Sponsorships Advertising Marketing
PGA TOUR UNVEILS NEW AD CAMPAIGN AND BANK OF AMERICA DEAL
Published January 12, 1998
The PGA Tour unveiled its new advertising and brand awareness campaign at its Mercedes Championships season opener. The Tour worked with TX-based agency GSD&M to design the campaign called, "These Guys Are Good," which will include TV and print ads, plus materials for use by tournament directors. PGA Tour Commissioner Tim Finchem: "We want to capitalize on the growing enthusiasm for golf by exposing significant numbers of current and new fans to the tremendous competitive drama of our sport." The campaign will promote the PGA Tour, Senior PGA Tour and Nike Tour in a series of 30-second spots. One spot for the Senior Tour, called "Football," stars Dan Marino; "Silent Fans," promoting the PGA Tour, features Justin Leonard; a Nike Tour spot, "Graduation," spotlights former Nike Tour players David Duval, Tom Lehman and Stewart Cink. Two other spots, "Monday" and "Money List," aim to build awareness of the Tour's charity support (PGA Tour). "Silent Fans" ran during ABC's Sunday telecast of the Mercedes Championships. In it, Leonard strikes a putt, with a full gallery watching. Background sound includes a heartbeat, with text that reads, "The only thing more intense than 40,000 screaming fans is 40,000 silent ones." After the putt drops, the crowd cheers, and the spots fades to the PGA Tour logo with the "These Guys Are Good" slogan. The spot also ran during the AFC Championship Game post-game show on NBC (THE DAILY). BANK SHOT: The PGA Tour also officially announced that Bank of America will become the Presenting Sponsor of the PGA Tour's eight-event "West Coast Swing" and be the official bank of the PGA and Senior PGA Tour through 2002. Finchem said the addition of a presenting sponsor for the '98 West Coast events was a "top priority." As part of the deal, Bank of America will supplement the purse of each West Coast event by a total of $300,000. The leading money- winner in the eight West Coast events will be named "King of the Swing" and earn an additional $100,000 bonus. Bank of America will also provide $100,000 annually for the development of youth-oriented golf facilities and programs and will be featured in the PGA Tour's network and cable telecasts (PGA). In Dallas, Brad Townsend reported that the Tour "hopes the extra money will be an enticement to many Tour pros who, historically, play light schedules early in the year" and skip the events (DALLAS MORNING NEWS, 1/10).