This week's PGA Championship in Charlotte will feature "smaller, on-course display areas" for sponsors Mercedes and Omega, "including new space inside the 43,000-square-foot merchandise tent, to allow for more integrated on-site fan activation," according to John Lombardo of SPORTSBUSINESS JOURNAL. Gone will be the "large, stand-alone tents used" by the brands for fan experience activations at past events. Only patron-level PGA of America partners Omega and Mercedes have "activation rights at the tournament." The PGA of America’s 40 other partners are "expected to have hospitality at the event." Lombardo reports Omega and Mercedes will "activate heavily at the PGA Championship." Mercedes will have "fleet displays inside the merchandise tent and at various locations" at Quail Hollow Club, as well as "hospitality and a loyalty parking lot for Mercedes car owners." The company will also "host a VIP experience with private hospitality along the 18th green." Engine Shop is "handling the on-site activation for Mercedes," which has been a PGA of America sponsor since '09. Meanwhile, Omega’s new activation efforts this year include "branding around the entrance of the merchandise tent, an Omega shop inside that tent, an on-course chipping challenge, and the completion of its inaugural yearlong Omega Golf Trophy sweepstakes where winners will attend the tournament." In addition, Omega endorsers Rory McIlroy and Sergio Garcia are "included in an activation that has a lunar rover golf buggy moving around various locations" at the course (SPORTSBUSINESS JOURNAL, 8/7 issue). In Charlotte, Rick Rothacker noted tournament attendees "will be greeted by two huge video walls" when they enter the 43,000-square-foot merchandise shop. Life-size video versions of McIlroy and Garcia "repeatedly saunter by on the walls and ask guests if they want to pose for selfies" (CHARLOTTEOBSERVER.com, 8/2).
INSIDE THE ROPES: In Charlotte, Katherine Peralta reported the tournament's "most popular gift-shop item" will be the golf towels that "commemorate Charlotte's first-ever major." North Carolina-based Devant Sports Towels "handles the entire production process ... from designing and printing towels to punching grommets into the fabric for clips that allow the towels to hang onto golf bags." Devant has been "printing towels for the PGA Tour for roughly two decades." Devant Brand Manager Jason Bonenberger said that the company is "printing about 23,000 towels in 12 different designs." The towels retail at $16-22 (CHARLOTTEOBSERVER.com, 8/3).
