AmEx, RBS Planning Large Activation Around PGA Championship

AmEx Tent At PGA Championship To Include Golf Instruction, Clinic By Davis Love III

American Express and Royal Bank of Scotland, the PGA of America’s two patron-level sponsors, built out extensive activation plans around this week’s PGA Championship near Detroit. AmEx’ 6,000-square-foot tent located on the course will focus on golf instruction, including a clinic on Tuesday led by endorser David Love III and his instructor, Todd Anderson. During the week, AmEx will analyze people’s swings and e-mail them video with instructions on how to earn discounted lessons from local PGA teaching pros. AmEx will also host guests at its exclusive cardmember tent and hospitality venue on the 18th hole. RBS is also tapping its endorsers this week. CBS announcer Jim Nantz will make appearances in the company’s hospitality area and Jack Nicklaus’ image will appear throughout the PGA Championship History Exhibit presented by RBS. Both men took part in a series of iTunes podcasts leading up to this week’s tournament. The financial institution is running consumer promotions though its Charter One subsidiary. Select branches in Michigan and northeast Ohio are running consumer promotions that reward people who open new checking accounts with PGA/RBS-branded umbrellas. Charter One ATMs will also dispense receipts redeemable for a free co-branded hats to every 20th customer. PGA of America sponsorships include a large media commitment, but neither company created new golf-themed creative for the telecast. RBS will tout its backing of The First Tee with ads already in circulation; AmEx will run existing spots featuring endorsers such as Ellen DeGeneres (Jon Show, SportsBusiness Journal).

HOSPITALITY PACKAGES SOLD OUT: CRAIN'S DETROIT BUSINESS' Jason Deegan reports corporate hospitality packages for the PGA Championship "ranged from $37,500 for a 10-person table to $500,000 for a 200-person corporate chalet." The tournament sold out of the 44 available air-conditioned chalets and the 100 tables at Oakland Hills Country Club. Buick Golf Marketing Manager Larry Peck said that the car company bought "one of the few tables inside the clubhouse to bring dealers, managers and clients together" (CRAIN'S DETROIT BUSINESS, 8/4 issue). In addition to the chalets, PGA Championship Tournament Dir Ryan Cannon said that the event has sold its "five hospitality rooms and 3,200 executive club VIP tickets." Cannon: "We're expecting large crowds." Several thousand daily and weekly passes are still available; daily attendance is being capped at 27,000 (DETROIT NEWS, 8/5).

HORSE HIDE: In Detroit, Carlos Monarrez reports the PGA Championship Golf Shop at Oakland Hills features "plenty of nice souvenirs." However, the traditional Oakland Hills logo -- a "red and blue shield that contains a golf bag and a horse's head against a green background -- is not featured on any of the merchandise." Instead, everything being sold "contains the Wannamaker trophy." Sources indicated that the decision "is all about branding the PGA" (DETROIT FREE PRESS, 8/5).