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From Final Four To The Masters, It's A Big Week For Intersport

Photo by Michael Smith
More than 1,500 guests this week will visit Intersport's Double Eagle Club.
This represents perhaps the biggest week of the year for Chicago-based Intersport, which transitions out of Atlanta and the Final Four to Augusta, Ga., for the Masters.

Intersport owns and operates the Double Eagle Club on Washington Road, right across the street from the main entrance to Augusta National. More than 1,500 guests will venture in and out this week, spending large chunks of the day on the golf course, then retiring to the country club setting for dinner and drinks at the Double Eagle, which is in its 22nd year. Close to 90 percent of the crowd is corporate, according to Chuck Johnsen, an Intersport senior vice president and head of hospitality. Of that corporate crowd, roughly half do business with Intersport in some other way, whether it’s sponsoring one of Intersport’s events or broadcasting it. CBS Sports and ESPN are two of the companies entertaining at the Double Eagle this week. “This is how we take care of our best clients at the best sporting event in the world,” Johnsen said.

Intersport’s 25th anniversary of its State Farm Slam Dunk & 3-Point Championships last Thursday was one of its best. A crowd of 7,749 nearly filled McCamish Pavilion on Georgia Tech’s campus, and this was the first year Intersport used voting via Twitter as part of the judging for the dunk contest. Fans voted on every dunk by tweeting #CollegeSlam, followed by the player’s last name and a score between one and 10. The Twitter score was tallied with the four judges’ scores. Social chatter about the dunk contest took off — halfway through the first round, #CollegeSlam reached the No. 1 U.S. and worldwide trend, according to Intersport. With the live voting component, the dunk and three-point contests had to be televised live on ESPN, instead of the traditional two-hour delay. Re-airs of the event will continued through the spring.

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