Moving the PGA Championship to May from August is driving advertising increases across PGA of America media outlets, with total ad spending up 25 percent to date.
A 100 percent jump in ad spending from endemic advertisers this year is fueling the overall increases across CBS, TNT and PGA.com, according Jeff Price, PGA of America chief commercial officer.
The PGA Championship runs from May 16-19 at Bethpage State Park on Long Island and is now the second major on the calendar following last month’s compelling Masters. Golf’s revamped calendar also shifts the Players Championship from May to March and ends the FedEx Cup Playoffs by Labor Day.
The move to May for the PGA Championship is attracting more ad spending from companies wanting to push their new products as the golf season kicks into high gear.
“The cadence of the major championship season and how it evolves has been well received,” Price said. “There is a lot of energy coming into the event. It gives us such a big platform and the enthusiasm we are seeing from the endemics that are buying advertising is something that we haven’t seen in August. We have seen with CBS and Turner a significant uptick in advertising and a very significant endemic engagement.”
Dating Game
Golf’s revamped schedule moved the Players Championship from May to March, the PGA Championship from August to May, and finishes the FedEx Cup Playoffs by Labor Day.
This year marks the final year of PGA Championship coverage on Turner as the PGA of America begins its new 11-year deal in 2020 with longtime partner CBS and new partner ESPN.
The PGA of America’s new media deal is also influencing its digital strategy. Turner operates PGA.com and as the company exits, the PGA of America plans a major overhaul of its digital strategy. The strategy will provide far more interactive features including online lessons with PGA of America professionals and other direct engagement with the group’s nearly 29,000 members.
The PGA Championship’s move to May is also bringing new partnership activations.
PGA of America sponsor Cadillac will offer a fan zone with vehicle displays and a second activation inside the on-course PGA Shop that will showcase co-branded merchandise and the carmaker’s new XT6 model.
Charles Schwab will activate around its “PGA Swing Analysis Fan Zone” where fans can receive a complimentary swing analysis from a PGA professional.
“Placing [the tournament] earlier is a huge advantage and attractive to us as a sponsor because of the interest it will garner on the schedule,” said Mason Reed, Schwab senior vice president of brand. “It is after the Masters and before the summer season and is more on people’s radar.”
Omega will also have its activation inside the PGA Shop. National Car Rental will create a “National Go Like a Pro Lesson Zone” that will allow fans to demo equipment and receive free instruction from PGA professionals.
PGA of America officials expect to exceed hospitality sales numbers from the PGA Championship held at New Jersey’s Baltusrol Golf Club in 2016, the last time the championship was held in the New York market. Driving this year’s sales is an incentive package that gives buyers at the PGA Championship early access to buy hospitality packages for the 2024 Ryder Cup to be played at Bethpage.
“We are looking to help partners create experiences on site that make it fun,” Price said. “It’s trying to make sure that we are working with our partners to amplify the benefits.”
