The USGA is rolling out a new branding effort around the U.S. Open to "boost fan engagement during the organization’s premier event," according to John Lombardo of SPORTS BUSINESS JOURNAL. The branding platform, dubbed, "From Many, One,” includes a "broad year-round ad campaign in support of the 'From Many, One' tag along with videos, testimonials and social media content on USGA digital and social outlets that will document golfers’ experiences at the U.S. Open." Typically, the USGA’s marketing around the U.S. Open has been "held only during the few weeks leading up to the tournament and targeted mainly around the host market of the event." USGA Chief Brand Officer Craig Annis said that the new campaign "aims to create a dialogue on a year-round basis." Lombardo notes the USGA hired Zambezi, L.A., as the agency of record (SPORTS BUSINESS JOURNAL, 3/2 issue).
PUTTING THE WORK IN: GOLF DIGEST's Ryan Herrington noted more than a year ago, the USGA "began surveying fans, players, volunteers, sponsors, representatives of host courses and media members to identify key attributes that uniquely define the championship." The latest campaign "plays off the American motto 'E Pluribus Unum.'" To launch the brand initiative, the USGA is "using actor Don Cheadle in a series of promotional videos that attempt to drive home the 'From Many, One' theme." Additionally, past U.S. Open champions Jack Nicklaus, Tom Watson and Tiger Woods, among others, have "filmed spots that discuss their perspectives on what it takes to win the U.S. Open." The campaign will "extend into print and digital advertisements, and will be a jumping off point for the association’s social and digital offerings." Annis said that it also will be "prominent on-site at Winged Foot Golf Club for this year's U.S. Open." He added that this is the first time the association has "embarked on a brand campaign outside of ticket-sales initiatives for individual USGA events" (GOLFDIGEST.com, 2/29).
DOLLARS & CENTS: GOLFWEEK's Beth Ann Nichols noted the U.S. Open generates $165M in revenue annually, or about 75% of the USGA’s "total revenue." That money funds, among other things, the 13 other "national championships the USGA conducts annually." USGA CEO Mike Davis said, "Virtually everything we do loses money." Nichols noted it costs $80M to "conduct the U.S. Open." Then $15M goes "back to the players in amenities such as hospitality and travel expenses for amateurs," with $12.5M "into the purse." The rest of the money, roughly $70M, is "invested back into golf." From that $70M, the USGA spends $10M "annually on the U.S. Women’s Open," about $25M in other Open and amateur championships, $10M in golf course sustainability and another $25M in "grow-the-game initiatives." Davis: "If (people) actually knew that the third week in June funds all this stuff that actually goes back and helps the average golfer, they probably would root for the U.S. Open to do a little bit better financially" (GOLFWEEK.com, 2/29).
