Turns out that old dogs can learn new tricks.
Honda, the longest-running title sponsor on the PGA Tour, will have a new look and a new marketing approach to its Honda Classic in Palm Beach Gardens, Fla.
This comes as Honda completes a four-year contract extension, industry sources say, that is expected to be announced this week at the tournament. Its current deal expires this year, but the extension will take Honda and the PGA Tour to 2016.
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Graphics show off plans for increased visibility for the title sponsor at the Honda Classic.
Photo by: HONDA CLASSIC
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Entering its 31st year on the title, Honda no longer will use its TV-visible signs simply to display the tournament mark. Instead, the most valuable and visible signage on the course at PGA National will be used to promote many of Honda’s different product divisions, from power equipment to motorcycles, jets, marine, engines and automotive.
Honda’s new branding — “The Power of Dreams” — will be featured on signs around the course, either in place of or in addition to the Honda Classic marks.
The sponsorship in the past has been used to showcase mostly automotive.
“There has been a very strong recognition at Honda to build more value for all of the product divisions, not just automotive,” said Ed McEnroe, the tournament’s director. “It’s really more of an effort to let Honda’s overall corporate personality shine this year, with everything they do related to human mobility and their environmental efforts.”
On site, Honda will display many of these product lines and corporate initiatives inside a display area called “Advancing Human Mobility.” Inside the 5,750-square-foot tented structure at the course entrance, Honda will showcase its products, including an IndyCar car, motorcycles, engines, a replica of a Honda jet, and its energy-efficient electric vehicles.
Honda assigned assistant vice president Steve Morikawa from its American Honda Motors headquarters in Torrance, Calif., to be the point person. Product managers took ideas to Morikawa, who channeled them into Honda’s tournament planning.
Scott Massey from the PGA Tour’s sponsor relations office worked with the tournament and Honda on the new look. “There was a sense that they could really maximize their sponsorship value by building value for all of Honda’s product lines,” McEnroe said.
Honda’s contract extension keeps the PGA Tour’s sponsorship division on a roll. Of the 10 title sponsors whose contracts are up in 2012, Valero and McGladrey already have renewed. Transitions, meanwhile, opted not to continue its title sponsorship after this spring’s event.
