Last June, I wrote about a growth strategy that sports and lifestyle digital magazine ThePostGame was using with sponsored content. That meant creating editorial features and digital promotion for some of the sports world’s biggest brands, companies like Toyota, Gillette and Hyundai.
 |
ThePostGame video highlights Ahead’s technology to help market the 2016 PGA Merchandise Show.
|
I checked back in with David Katz, who heads up the site, in late January to see how the initiative was going. He said he’s been surprised that some of his biggest sponsored content clients have turned out to be sports rights holders looking for new ways to get their message out.
“A lot of people focus on the super-high-end guys who spend a lot of money and do television commercials. They’re the sponsors of major golf tournaments,” Katz said. “We can open up a new marketplace.”
The PGA Worldwide Golf Exhibitions, for example, used ThePostGame to help market its 2016 Merchandise Show, which was held at the end of January in Orlando. ThePostGame produced six videos focused on lesser-known brands, like headwear and accessory company Ahead, cleat technology company Champ and vintage apparel company LinkSoul.
“We’ve always been intrigued by ThePostGame’s distribution channels and video production capabilities,” said Marc Simon, director of PGA Worldwide Golf Exhibitions. “The reason we wanted to bring this content to life is to drive additional attendees and additional PGA professionals to the show by showing them what they’re missing — the brands that are out there and the brands they might not be exposed to if they don’t go to the show.”
