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FedEx reverses 3-year decline in recognition

Nearly all of the PGA Tour’s corporate partners tracked in this year’s sponsor loyalty survey conducted last month for SportsBusiness Journal/Daily by Turnkey Sports & Entertainment generated a higher level of fan recognition during the 2015 season than they had in recent years.

FedEx has been the PGA Tour’s shipping partner for nine seasons.
Photo by: GETTY IMAGES
FedEx, for example, reversed a three-year decline in overall awareness level among the study’s 400 PGA Tour fans. A survey-high 51 percent of those fans correctly named FedEx as the tour’s official shipping partner, a percentage point below the brand’s average over the history of the study. This is the eighth time the PGA Tour survey has been conducted, and FedEx’s ninth season as a PGA Tour corporate partner. A deeper look at the data reveals that 59 percent of the study’s avid fans knew of FedEx’s partnership status, trailing only the 63 percent of that group that got it right in the 2011 survey.

Six other tour sponsors ended a two-year slide in recognition levels.

Travelers, the tour’s property casualty partner, enjoyed the biggest such improvement among the 64 brands measured, seeing its awareness level increase by nearly 6 percentage points.

Anheuser-Busch (a tour partner since 1994), Charles Schwab (1997), Coca-Cola (2002), United (2011), and Aflac (2012) were the other partners that posted higher levels after two consecutive years of declines.

The season-ending Tour Championship will be held in Coke’s hometown of Atlanta through 2016.
Photo by: GETTY IMAGES
Other findings from the study:

Coke and Aflac each saw recognition levels among avid fans rise by more than 6 percentage points. Coke completed its fifth year of a six-year extension that it signed in 2010. That deal ensured that the season-ending Tour Championship will remain in the company’s hometown of Atlanta through 2016. Aflac’s four-year tenure made it the newest sponsor in the study.

MasterCard, a partner since 1995, remained the most stable sponsor over the past few seasons, with its overall recognition level steady at 23 percent 2013-15.

Bridgestone was the only sponsor to see a decline in overall recognition. Although the tiremaker remained the tour’s second most recognized partner, Bridgestone’s rate was dragged down by a year-over-year loss of more than 7 percentage points among casual fans. Bridgestone has been the tour’s official tire since 2007.

Methodology

For this project, Turnkey Sports & Entertainment, through its Turnkey Intelligence operation, conducted national consumer research surveys among a sample of more than 400 members of the Toluna Online panel who were at least 18 years old. The 2015 survey was conducted Sept. 21-28, a period that included the year’s last FedEx Cup playoff event, the Tour Championship by Coca-Cola. The 2014 survey also was conducted during the season’s final tournament.

Respondents were analyzed based on their general avidity levels. Fans categorized as “avid” were those who responded “4” or “5” to the question “How big a fan are you of the PGA Tour?” then claimed to “look up scores several times a week or more often,” “watch/listen/attend at least 11 tournaments per season” and “have a favorite player.” Fans categorized as “casual” responded “3” to the same initial question, then claimed to “look up scores several times a month or more often,” “watch/listen/attend at least three tournaments per season” and “have a favorite player.”

When asked to identify official sponsors, respondents selected from a field of companies and brands that was provided to them for each business sector. Only the top-scoring companies and brands are listed in the results published here.

The percentage responses listed have been rounded. The margin of error for each survey is +/- 4.9 percentage points.

Turnkey works with more than 70 retainer-based clients across the major professional leagues in North America, but none is directly affiliated with the PGA Tour.

IMPACT ON SAMPLING AND SUPPORT

Are you more or less likely to consider trying a product/service if that product/service is an official sponsor of the PGA Tour?
  Avid Casual
  2015 2014 2013 2015 2014 2013
More likely 65% 69% 64% 34% 38% 29%
Unaffected / less likely 35% 31% 36% 67% 62% 71%
Are you more or less likely to consciously support a company by purchasing its products/services if the company is an official sponsor of PGA Tour?
  Avid Casual
  2015 2014 2013 2015 2014 2013
More likely 74% 65% 67% 36% 34% 30%
Unaffected / less likely 37% 35% 33% 64% 66% 70%
Are you more or less likely to recommend a product/service to a friend or family member if that product/service is an official sponsor of PGA Tour?
  Avid Casual
  2015 2014 2013 2015 2014 2013
More likely 61% 62% 62% 36% 35% 25%
Unaffected / less likely 39% 38% 39% 65% 65% 75%

SPONSORSHIP SIGNIFICANCE AND ASSESSMENT

Subject: How much more likely are fans to consider purchasing/using a PGA Tour sponsor’s product/service if they are aware of the relationship?
To read: 43 percent of PGA Tour fans said they would be more likely to consider staying at a hotel that is the tour’s official hotel if IHG is the PGA Tour’s official hotel, up 13 percentage points from last year.

CATEGORY (PGA SPONSOR) AMONG ALL PGA FANS AMONG PGA FANS WHO CORRECTLY IDENTIFIED THE SPONSOR DIFFERENCE
Hotel (IHG) 43% (+0 pct. points) 80% (+13 pct. points) +37 pct. points
Airline (United) 41% (-2) 63% (+15) +22 pct. points
Vodka (Grey Goose) 41% (-1) 61% (+6) +20 pct. points
Credit card (MasterCard) 44% (+3) 63% (+9) +19 pct. points
Investment firm (Charles Schwab) 40% (+1) 58% (+10) +18 pct. points
Soft drink (Coca-Cola) 46% (-2) 63% (-2) +17 pct. points
Insurance (Aflac, MetLife, Travelers)* 43% (+1) 60% (+9) +17 pct. points
Tire (Bridgestone) 42% (-1) 50% (-5) +8 pct. points
Beer (Anheuser-Busch) 45% (+1) 52% (+0) +7 pct. points
Shipping services (FedEx) 44% (+1) 46% (-2) +2 pct. points

Notes: * If a fan selected any one of Aflac, MetLife or Travelers, that fan became part of the second grouping in this survey question.

Subject: What brands do fans think should be PGA Tour sponsors?
To read: 61 percent of PGA Tour fans said they think Coca-Cola should be a PGA Tour sponsor, compared with 36 percent who think Pepsi should have a PGA Tour deal. Those numbers became 72 percent and 24 percent, respectively, when considering only those PGA Tour fans who correctly knew that Coca-Cola is the tour’s official soft drink sponsor.

  AMONG ALL PGA FANS AMONG PGA FANS WHO CORRECTLY IDENTIFIED THE SPONSOR
PGA SPONSOR/COMPETITOR RESPONSE RATES DIFFERENCE RESPONSE RATES DIFFERENCE
Coca-Cola/Pepsi 61% / 36% +25 pct. points 72% / 24% +48 pct. points
Grey Goose/Ketel One 37% / 14% +23 pct. points 62% / 14% +48 pct. points
Charles Schwab/E-Trade 31% / 22% +9 pct. points 56% / 18% +38 pct. points
Anheuser-Busch/MillerCoors 38% / 21% +17 pct. Points 56% / 21% +35 pct. points
FedEx/UPS 53% / 40% +13 pct. points 68% / 36% +32 pct. points
United Airlines/American Airlines 29% / 25% +4 pct. points 46% / 24% +22 pct. points
MasterCard/Visa 40% / 47% -7 pct. points 62% / 42% +20 pct. points
Bridgestone/Michelin 33% / 33% +0 pct. points 54% / 35% +19 pct. points
Travelers/State Farm 17% / 35% -18 pct. points 39% / 26% +13 pct. points
Crowne Plaza/Hilton 15% / 35% -20 pct. points 18% / 31% -13 pct. points

Notes: Fans could select both the official sponsor and the competitor if they chose to do so. The one specific competing company listed was selected by Turnkey for consideration in the survey file.

Which of the following is an official sponsor of the PGA?

  Avid Casual
Shipping 2015 2014 2013 2015 2014 2013
FedEx* 58.5% 57.6% 56.0% 43.5% 39.3% 42.5%
UPS 14.5% 12.1% 12.0% 8.5% 10.4% 10.5%
U.S. Postal Service 9.5% 6.1% 5.5% 7.0% 5.5% 2.5%
I’m not sure 16.0% 21.2% 23.0% 39.0% 42.8% 42.0%

FedEx saw a year-over-year increase in its combined score among both avid and casual fans this year, landing the shipping company the highest recognition mark among all fans in the survey for a sixth consecutive year. 2015 marked the 30th anniversary that FedEx has been a part of the FedEx St. Jude Classic in Memphis, and in June an extension of that sponsorship through 2017 was announced.

  Avid Casual
Tire 2015 2014 2013 2015 2014 2013
Bridgestone* 38.0% 39.4% 40.0% 24.5% 31.8% 20.0%
Goodyear 10.5% 11.6% 12.0% 10.5% 8.0% 17.5%
Firestone 13.5% 9.1% 7.5% 6.0% 7.0% 6.5%
Michelin 6.5% 7.6% 8.5% 7.0% 8.5% 5.0%
I’m not sure 24.0% 27.3% 25.5% 46.5% 40.3% 49.5%

The WGC-Bridgestone Invitational this year allowed both grounds and Championship Club ticket holders to use virtual passes on their smartphones to enter the event. The service also let fans transfer tickets electronically. Georgia-based Bridgestone Golf teamed up with Uber around the Masters to give customers in Augusta their first ride free (up to $20) when they used the coupon code “RideAugusta.” The company’s e6 golf balls with a limited edition “Made here, played here” logo were distributed to Uber riders throughout the city.

  Avid Casual
Soft Drinks 2015 2014 2013 2015 2014 2013
Coca-Cola* 39.0% 32.8% 40.5% 23.0% 21.0% 24.0%
Pepsi 17.0% 20.7% 17.0% 15.0% 18.5% 13.0%
Dr Pepper 4.0% 4.0% 2.0% 1.0% 3.5% 3.0%
I’m not sure 33.0% 32.3% 31.5% 53.0% 50.0% 52.0%

Coca-Cola gained an increase in exposure in 2015 when NBC averaged 2.4 million viewers for the final round of the Tour Championship presented by Coca-Cola, up from 2 million viewers in 2013 and 2014. The company also sponsored its annual sweepstakes that encouraged fans to enter to win a weekly clubhouse pass for the 2016 Tour Championship, valued at about $820. Pepsi in 2012 extended its long-standing PGA of America partnership with a multiyear contract, and they teamed up last month to host “An Audience With the Ryder Cup Captains” at Pepsi Center in Denver.

  Avid Casual
Beer 2015 2014 2013 2015 2014 2013
Anheuser-Busch (Michelob Ultra, O’Doul’s)* 27.5% 24.7% 32.0% 25.5% 23.0% 21.0%
Coors 9.5% 7.6% 14.0% 3.5% 5.0% 10.0%
Heineken 7.0% 9.6% 5.5% 5.5% 8.0% 6.0%
Miller 7.5% 8.1% 4.0% 3.0% 5.5% 4.5%
I’m not sure 34.0% 37.9% 35.5% 52.0% 50.0% 51.5%

Anheuser-Busch, the tour’s longest-tenured partner (since 1994), activated its Michelob Ultra brand on-site at 17 PGA Tour tournaments in 2015, and aired spots for Budweiser and Bud Light during telecasts. Heineken is the official sponsor of the CIMB Classic, tour’s tournament in Malaysia, and also advertised during golf telecasts throughout the year.

  Avid Casual
insurance 2015 2014 2013 2015 2014 2013
MetLife* 24.0% 23.2% 36.5% 17.0% 11.9% 18.0%
Geico 19.5% 17.7% NA 13.0% 11.4% NA
State Farm 18.0% 14.6% 16.0% 13.0% 9.5% 6.0%
Travelers* 17.5% 12.1% 17.5% 13.5% 7.5% 7.0%
Aflac* 19.0% 13.1% 17.5% 11.5% 10.0% 11.5%
Allstate 13.5% 19.2% 14.0% 12.0% 8.5% 7.0%
Nationwide 11.5% 15.2% 14.0% 13.5% 8.5% 7.0%
I’m not sure 24.0% 25.3% 20.5% 42.0% 46.8% 45.5%

Aflac, MetLife and Travelers all carry official insurance designations for the PGA Tour (Aflac for supplemental, MetLife for life, and Travelers for property casualty). This year Aflac was presenting sponsor of a new Aflac Cup trophy, which recognized the top amateur golfer. MetLife’s two blimps could be seen at 26 PGA Tour events this season, consistent with the number of events covered last year. Travelers donated $10,000 to the charity of Graham DeLaet’s choice for winning the 15 ½ Challenge at the Travelers Championship.

  Avid Casual
Credit Card 2015 2014 2013 2015 2014 2013
MasterCard* 30.0% 27.8% 31.0% 16.0% 17.9% 14.5%
American Express 21.0% 17.2% 20.5% 22.0% 16.9% 21.5%
Visa 16.0% 18.7% 17.0% 16.0% 15.4% 15.5%
I’m not sure  23.5% 25.8% 23.5% 39.0% 42.3% 39.5%

This spring’s Arnold Palmer Invitational presented by MasterCard introduced new payment technologies, including contactless payment services QkR!, MasterPass by MasterCard and Apple Pay. MasterCard paid homage to brand ambassador Tom Watson during his final Open Championship with the #HatsOfftoTom tribute via social media and an ad campaign. In July, the U.S. Golf Association and sponsor American Express hosted the second annual Play 9 Day.

  Avid Casual
Investment Firm 2015 2014 2013 2015 2014 2013
Charles Schwab* 27.0% 23.2% 31.0% 15.0% 14.4% 15.0%
Fidelity Investments 11.5% 10.1% 8.0% 9.0% 7.5% 9.0%
E-Trade 13.5% 10.1% 10.0% 6.5% 7.5% 7.5%
Scottrade 8.5% 5.6% 9.0% 5.0% 5.5% 5.5%
TD Ameritrade 4.5% 10.1% 5.0% 6.5% 7.5% 5.5%
I’m not sure 31.5% 34.3% 32.5% 54.5% 54.7% 56.0%

In January, Charles Schwab extended its partnership with the PGA Tour, one that dates to 1997, with a record 20-year extension. The new deal marks the tour’s longest marketing agreement to date. The San Francisco-based company is the designated official investment firm of the PGA Tour and Champions Tour, and will sponsor a new playoff system for the Champions Tour beginning in 2016.

  Avid Casual
Airline 2015 2014 2013 2015 2014 2013
United* 21.5% 12.1% 23.5% 12.0% 11.9% 10.5%
American Airlines 12.0% 14.6% 9.5% 10.0% 9.5% 16.0%
Delta 12.0% 17.7% 13.5% 8.0% 10.9% 8.5%
Southwest 10.0% 8.6% 12.5% 7.0% 5.5% 5.5%
I’m not sure 35.5% 38.9% 33.5% 56.5% 53.2% 53.5%

In January, United announced it would begin offering limited-edition PGA Tour-themed amenity kits to United Global First and United BusinessFirst customers on international flights. The kits included traditional items plus tees, United-branded Bridgestone Golf balls and a promotional offer for a future Bridgestone Golf purchase, and were available through the end of June. Southwest hosted select golf getaways for its Rapid Rewards Visa Signature by Chase Cardmembers.

  Avid Casual
Hotel 2015 2014 2013 2015 2014 2013
InterContinental Hotels Group^* 17.5% 12.6% 9.5% 10.0% 8.5% 4.0%
Wyndham# 13.5% 9.1% 5.0% 9.5% 7.0% 3.0%
Marriott+ 10.0% 19.2% 19.0% 12.0% 11.4% 8.5%
Hilton 11.5% 14.1% 7.5% 5.0% 10.0% 7.5%
Best Western Int’l 6.5% 6.6% 4.0% 4.5% 3.0% 2.5%
I’m not sure 35.0% 31.3% 40.5% 54.5% 55.7% 61.0%

During the Crowne Plaza Invitational at Colonial, IHG’s Crowne Plaza Hotels & Resorts initiated the Always On Charity Challenge, a social media campaign that provided fans with the opportunity to show support for their favorite pro golfer by voting via Facebook and Twitter. This year marked the last with Crowne Plaza as the tournament’s title sponsor, as the hotel brand did not renew its contract. Wyndham Worldwide, in April, signed a 10-year extension of its title sponsorship of the Greensboro, N.C., event. Coverage for the final round of the Wyndham Championship brought its highest TV ratings since the mid-1990s and an extra 49,000 tickets were printed for the tournament once Tiger Woods confirmed his participation, his first appearance at the event.

  Avid Casual
Vodka 2015 2014 2013 2015 2014 2013
Grey Goose* 31.0% 26.3% 16.5% 15.5% 15.9% 8.5%
Smirnoff 13.0% 8.6% 6.5% 10.0% 8.0% 9.5%
Absolut 5.5% 8.6% 9.5% 2.5% 6.0% 6.5%
Ketel One 6.0% 5.1% 9.0% 1.0% 1.0% 5.5%
I’m not sure 35.5% 41.9% 48.0% 62.0% 61.2% 63.5%

The Grey Goose 19th Hole Lounge, a branded bar and lounge, was activated on-site at several tournaments, as well as the 18th Green Executive Cypress Suites Presented by Grey Goose at the Zurich Classic of New Orleans. The brand’s player ambassador, Matt Kuchar, has his own section on GreyGoose.com featuring instructional videos for fans. Grey Goose also title sponsors the PGA of Canada’s World Par 3 Championship.

^ InterContinental Hotels Group properties include Crowne Plaza, Holiday Inn and InterContinental
# Wyndham properties include Ramada, Microtel and Howard Johnson
+ Marriott properties include Marriott, Ritz-Carlton and Gaylord Hotels
* Official PGA Tour sponsor
NA: Not applicable. Geico was not tracked in the 2013 survey.


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