It’s that time of year… the sun is shining and we’re longing to get out of the office and play outside. Although we can’t just play hooky any time – why not get in a few holes of golf and make new connections for your business?

Whether your company is looking to become a sponsor, or you’re an organizer who needs sponsors and participants, these golf tournament tips will help you keep your marketing objectives and financial goals on par.

REASONS FOR SPONSORSHIP

There are a few reasons a company will sponsor a golf tournament, and it’s important to understand these reasons before establishing your goals. In most cases, sponsors will:

  • Want more access to the people who will be participating in the event.
  • Believe strongly in supporting the “cause” of the event.
  • Have connections with an organizer or committee member and want to show support.
  • Want to increase brand awareness and associate their brand with certain characteristics of the event.

 

SET SPONSORSHIP GOALS

Sponsorship is the main revenue source for most golf tournaments, so you’ll want to make the most of sponsorship opportunities. If you plan to sponsor a tournament, make sure to set attainable goals to make the most of your investment, like generating leads and brand exposure. If you’re a tournament organizer, you’ll need to set goals aimed at raising revenue for the event, and securing sponsors for future events.

Goals for Sponsors:

  1. Set a goal to connect with a specific number of new prospects at the event. This will focus your networking efforts, and can pay off big time if you land quality leads. Collect business cards, of course, and make sure to follow up soon after the event.
  2. Make a positive impression – be a good sport! You don’t need to have the best short game, but you do want to be friendly and memorable. Golf events are the perfect opportunity to bond with people, which doesn’t happen as naturally in a strictly business atmosphere. Be gracious, encouraging and have fun! You’ll leave a lasting impression that will score big points after the tournament is over.
  3. Leave prospects and potential referrers with a lasting reminder of the fun experience. Make sure to have branded giveaways on hand to remember you by. Promotional items like golf towels and water bottles last much longer than business cards, and they’ll leave recipients with a much more favorable impression of you and your company.

Goals for Organizers:

  1. Set a goal to secure a specific number of sponsors at a specific dollar amount. This will focus your efforts to raise as much funding as needed. If your fellow committee members set the same goal, revenue will be much more attainable. Make sure to reach out to sponsors as early as a year in advance. Many larger companies have a full calendar, so plan ahead!
  2. Be organized and make it easy for your sponsors and attendees. They are the lifeblood of your event. You’ll want them to have a good experience – so give them more opportunities to reach their own goals. Keep your communications clear, simple and timely, and they’ll be more likely to attend and/or sponsor next years event.
  3. Give your sponsors generous exposure to attendees. Consider a “Hole Sponsorship” concept, where each hole is sponsored by one company. This gives each sponsor an opportunity to interact with attendees and make an impression (see above). Make sure to include Sponsor Logos on all communication pieces to attendees, including Website, Email, Social Media, Sign-up Forms, Event Banners, Signage and even Tee Shirts.

 

SPONSORS: Promote Your Brand!

Nothing creates a favorable impression of you and your brand quite like a Promotional Product. While branded Golf Accessories and Apparel are typical items you might receive at a golf event, consider giving out uncommon gifts that create that “must-have” feeling for attendees too. Consider items that are:

  • Functional for lasting usability – Like a branded Bag, Sports Bottle or Shot Glass (hey, nice shot!)
  • Unique for that “Must-Have” quality – Like a branded Folding Chair or Portable Cooler
  • Practical and in constant demand – Like a Gift Bag with branded Pen, Tees, Balls, Sunscreen and Mints in a Tin
  • High End keepsakes to commemorate the event – Like a Commemorative Plaque or Embroidered Golf Jacket
  • Aimed at Women (who are quickly surging in the golf market) – Like branded Beauty Accessory Kit or Wine Set

 

Wine Kit
Ladies Puma(R) Golf Polo
Outdoor Folding Chair
Can Cooler Golf Accessory Kit
Deluxe Zippered Golf Kit
Titleist(R) Golf Glove with Ball Marker

 

Consider your distribution method as well. Will you be giving these out at a hole you are sponsoring? Will you give them out at sign-in? Each distribution method will require a different plan and may even determine the appropriate products to hand-out.

Consult with us at Alwayz Advertising, or your local ad specialty expert – and plan early.

 

ORGANIZERS: Reward Your Participants!

Awards are a must-have to reward your best players and teams. Winners take pride in their accomplishments and will proudly display these keepsakes in their offices or homes. They will also look favorably upon your future events.

Not every person will win, but make it fun for everyone… in addition to Awards for 1st, 2nd and 3rd Place, consider prizes for:

  • Hole-In-One – How about a Visa Gift Card for being “Right on the Money”?
  • Longest Drive – A nice pair of Binoculars would be useful!
  • Closest to the Pin – Close… but how about a Box of Cigars anyway?
  • Last Place – Maybe an Office Putter will help.
  • Most Sand Traps – Perhaps a Sand Pail full of balls and a Shovel?
  • Don’t forget to reward the team with the Most Funds Raised, if this is a Charity Event.

 

CONCLUSION

Organizers and Sponsors have two distinctly different roles for making a Golf Tournament an exciting and memorable experience. If you understand peoples’ objectives, set attainable goals and work together, your event will be a success!

Make sure to consult with a creative minded Promotional Products professional in advance of your event… they can make a huge difference in how your event and brand is perceived. If you are in the Seattle area, talk to us about your next event. We’ll help you from concept to completion to make the most out of your Sponsorship and Event opportunities.