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SBD/April 11, 2013/Marketing and Sponsorship
Fashion On The Fairways: Golf Digest Reviews Masters Apparel For Several Top Players
Published April 11, 2013
SPONSORS' TIME IN THE SUN: FORBES.com's Kurt Badenhausen noted golfers featured on CBS and ESPN's broadcasts of The Masters "generate huge exposure for their sponsors with their branded gear." Tiger Woods is the "overwhelming favorite to win the event," meaning Nike is "sitting in the catbird seat." Ping last year sponsored both winner Watson and runner-up Louis Oosthuizen, and a Repucom analysis showed that the golf company generated $14.2M "in media value." Ping's exposure was "three times the next biggest brand, TaylorMade, which ranked second" with $4.5M (FORBES.com, 4/10).
A TRADITION LIKE ANY OTHER: In Cincinnati, Paul Daugherty notes Augusta National is the only place fans can buy Masters merchandise, so the “stuff is highly prized.” Items include a $395 “Masters cashmere sweater,” and a print of the 13th hole that will “set you back $250.” Even at the “rare-air prices, demand is insatiable.” A steady stream of patrons “negotiate the zig-zag entrance lines ... all day, endlessly, to max out credit cards for their piece of the Masters.” The Masters officials always have “been shrewd when it came to marketing their brand.” In so doing, they have “created their own little monopoly” (CINCINNATI.com, 4/11).