Rolex is the exclusive presenting partner of uninterrupted broadcasts on all USGA championships on Fox and FS1ROLEX
Fox Sports will not use traditional 30-second advertising spots for any of its USGA championships, except the men's U.S. Open. Instead, the broadcaster will give Rolex what it calls a “branding presence” during its coverage of those events, including the U.S. Women’s Open, the U.S. Senior Open and the U.S. Amateur. That means Rolex will have an on-screen logo during various on-air features, such as videos highlighting past champions, venues, and other content. The move is part of a 10-year sponsorship renewal Rolex signed with the USGA that makes the watchmaker the exclusive presenting partner of uninterrupted broadcasts on all USGA championships on Fox and FS1, except the men’s U.S. Open. The USGA would not disclose financial terms. “Rolex came to us and then we went to Fox and we packaged it with a series of benefits,” USGA Senior Managing Dir of Business Affairs Sarah Hirshland said. “It improves the experience for our viewers and it keeps Fox whole from a financial perspective.” Fox Sports Exec VP/Ad Sales Bruce Lefkowitz said other USGA sponsors such as Deloitte, American Express and Lexus also likely will have some branded content in USGA championship telecasts, too. “They won’t be 30-second spots but branded content with value to other sponsors,” he said. “From an economic perspective, there is no shortfall from which the deal is structured. We are partners with the USGA and partners with Rolex and economically, the model benefits all three partners" (Lombardo & Ourand, Staff Writers).
LONG-TERM COMMITMENT: GOLFWEEK's Martin Kaufmann wrote this is "not a short-term test project." Because of Rolex’ "global support of golf, Hirshland predicted there will be 'extensions of this (program) flowing through many of our international broadcast partners as well.'” This move reflects a "broader trend to reduce traditional advertising in sports and prime-time programming" (GOLFWEEK.com, 3/14).
