UnitedHealth Group Senior VP/Sponsorships & Growth Allen Hermeling discussed the health care company’s role in facilitating the TaylorMade Driving Relief charity golf match this spring, while speaking at the Intersport Brand Innovation Summit. Hermeling credited the PGA Tour, NBC and the players -- Rory McIlroy, Dustin Johnson, Rickie Fowler and Matthew Wolff -- for executing the event with limited resources and on short notice. “I don't think any of us could actually believe that we pulled it off,” he said. Hermeling was particularly impressed with NBC’s work producing one of the first major live sports telecasts during the pandemic. “There was no playbook for the technological innovation that they had to really do to make it work in the way that we all came to expect,” he said. The event raised over $5.5M for the CDC Foundation and the American Nurses Foundation.
Quick Hits:
*On the leadership at UnitedHealth Group: “They believed in our vision that we presented that this event could really dimensionalize our brand and tell our story in a unique way, but more importantly, deliver a return to society by taking care of those who take care of us.”
*On promoting the event during the pandemic: “I think there was so much starvation for content that we really didn't have to do a lot of amplification in the way you traditionally would with a different event. And candidly, we just didn't have time to do it because it came together so quickly.”
