Nationwide Tour Selling Sponsorship Around Top 25 Players

By Jon Show, Staff Writer, SportsBusiness Journal

The Nationwide Tour is selling a new presenting sponsorship of its program built around the top 25 players on the money list who qualify for next year’s PGA Tour. Under the platform, created earlier this year and dubbed “The 25,” caddies of the top 25 players wear special yellow bibs that designate the player’s ranking. It would be renamed “The 25 presented by (company or brand name).” There are also fan guides and displays at each event that explains “The 25” and lists the rankings, which are referenced on Golf Channel telecasts. 

DETAILS: The price of the deal, around 25% of which is a rights fee, will vary depending on the structure of the media piece, said Nationwide Tour Dir of Marketing Justin Allen, who would not disclose an exact figure. A source familiar with the deal said it’s being marketed in the low-seven figure range.  The package consists of two components – integrated media and local site activation. The media portion offers ads on PGA Tour and Nationwide Tour telecasts on Golf Channel, a possible vignette sponsorship, a microsite at PGATour.com, banner ads, player blogs and an online newsletter, as well as a weekly print presence in golf magazines. On-site, there will be branding on caddie bibs, hospitality, exhibit space, pro-am spots and an honorary observer program similar to what FedEx received on the PGA Tour this year. The sponsor would also gain rights to “The 25” mark, and the Nationwide Tour logo if used in conjunction with that mark.