PGA Tour Today Launching Latest Series Of Ads Around FedEx Cup

By Jon Show, Staff Writer, SportsBusiness Journal

The PGA Tour today is launching the second of three promotional waves around the playoffs for the FedEx Cup. The campaign primarily consists of 30-second spots with clips of 29 PGA Tour players hyping the playoffs and the trophy. The first ads broke two weeks after the U.S. Open and feature players talking about the difficulty of winning the FedEx Cup. In the second set of ads breaking today, players discuss what it takes to win in the playoffs and what it would mean to win the FedEx Cup. The last four ads breaking in August and September have more comments from players, as well as one with a narrator, about the Tour Championship and the FedEx Cup trophy. The ads, which air on CBS, NBC and Golf Channel, were designed and produced by PGA Tour Productions. The campaign also includes print, radio, outdoor and online ads. The PGA Tour previously elected to use scripted creative or personalities outside the sport of golf for the playoff ads. During the first two years, athletes like former NFLer Jerome Bettis and Cardinals 1B Albert Pujols talked about the playoffs in their respective sports, and golfers Vijay Singh and Trevor Immelman offered humorous takes on playoff preparation. Last year, a spot with former MLBer Roger Clemens and Singh was shelved after the Mitchell Report tied the former pitcher to alleged steroid use.

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