Prudential Financial is upgrading its official marketing partnership with the LPGA to become the umbrella media sponsor for all of the domestic broadcasts of the tour’s events on Golf Channel.
When the LPGA tournaments first come on the air, Golf Channel will say that the broadcast is brought to viewers by Prudential. It will be the only sponsor in that position.
Prudential’s sponsorship with the LPGA is advancing from marketing partner to official status in the financial services category. Prudential also will have on-course signage around the tee boxes at LPGA events.
“Prudential is significantly expanding with the LPGA and they’re going to become one of our biggest sponsors,” said Jon Podany, the LPGA’s chief marketer. “This represents a big step up in all areas, especially in a media sense. Every one of our Golf Channel telecasts will have a very strong Prudential presence.”
The upgraded sponsorship and advertising also will be evident on LPGA.com.
“Prudential is a blue-chip company that represents strength and stability, and it’s a great sign for our continued growth,” Podany said.
In the broadcasts, Prudential will sponsor “Up to the Challenge,” a segment that features an LPGA player who has overcome obstacles to make it on tour.
Financial details about the deal were not available, but industry insiders said such a sponsorship and advertising package on the LPGA would run in the low seven figures.
“We’ve found the LPGA to be an effective way to reach our target audience in a space that is not inundated with advertisers,” said Colin McConnell, Prudential’s vice president for advertising.
Viewership for LPGA broadcasts on Golf Channel last year were up 40 percent in North America, a factor that worked in the LPGA’s favor during these negotiations.
“The media that Prudential bought last year had much more value than they expected,” Podany said. “The audience we deliver was a factor in this.”
McConnell and Peggy Grundt, Prudential’s associate media director, took the lead on these talks. Prudential handles its sports marketing and media buying in-house.
Kevin Byrnes from the golf sales team at NBC Universal represented Golf Channel.
