SBD/March 21, 2013/Marketing and Sponsorship

Fidelity To Sponsor Golf Channel's SwingFix, Will Have Activation At Tourneys

Fidelity Investments has agreed to be the presenting sponsor for Golf Channel’s SwingFix, the online video training aid that the channel uses in many of its instructional programs. Included in the deal is a first-of-its-kind on-site activation that Golf Channel has arranged at three tournaments, including the PGA Tour Arnold Palmer Invitational, which started today. A co-branded SwingFix/Fidelity chalet will be on the course through Sunday, giving visitors the chance to have their swings analyzed by the SwingFix technology as part of a free lesson. The deal with Golf Channel also gives Fidelity on-site activation at The Players Championship in May and last week’s Tampa Bay Championship. It also includes Fidelity branding on all of the SwingFix appearances at and on its other instructional TV shows, as well as the Golf Channel Academy mobile app. The Fidelity logo and the green line that it uses in its commercials will appear in all of the SwingFix on-air and online treatments. Fidelity also is working with Golf Channel to create a series of online vignettes featuring Fidelity endorser Brad Faxon. Golf Channel VP/Business Development Andrew Fleming described the deal as unique for the instructional space. This is the first time Golf Channel has sold a sponsorship for SwingFix.
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