Sponsorship generally describes the support of individuals or groups through the allocation of financial resources. In return, sponsors such as self-employed persons, companies, public enterprises or organizations usually receive the right to communicative services, such as naming or product placement. Sponsoring is therefore often used for marketing and communication purposes in addition to the support of the sponsored and the non-profit goal. Worldwide, sports sponsoring is by far the most important form of sponsorship. With the predominant oversupply of advertising messages, the real emotions conveyed by sport offer a valuable advantage. Sponsoring is also indispensable in golf. In 2019, Tiger Woods earned 42 million dollars through sponsorship from brands such as Nike, TaylorMade and Bridgestone alone, showing just how effective golf can be. But sponsorship is also very important for golf courses and golf clubs. The strategy consultation Advant Planning and the German gulf sport GmbH examined the relevance of Sponsoring for gulf clubs in the context of an empirical market study and showed which advantages a purposeful sponsor acquisition brings with itself.
Income for golf clubs through sponsoring
For some years now, the German golf landscape has been changing. Waiting lists at golf courses, exclusive memberships and the willingness to pay high fees are dwindling more and more. Flexibility and the price-performance ratio play an increasingly important role for players in golf. This inevitably leads to the fact that golf courses and clubs can no longer be financed by membership fees alone. Guest green fees, tournaments and sponsor funds are becoming increasingly important economic factors for golf courses.
Particularly the development of a revenue-strong sponsor structure makes a valuable contribution. According to the study by Advant Planning, the average income of the 163 surveyed golf courses per sponsor amounts to approximately 5,000 €. However, this value results from a wide range of sponsorship income ranging from 100 € up to 100,000 €. The positive effect on the revenue side of golf clubs thus clearly shows the relevance of sponsoring. However, as of 2014, only 5% of the clubs surveyed are exploiting the potential of this attractive source of financing through targeted, strategic sponsorship acquisition. Golf courses that have a targeted strategy, however, have approximately 70% more sponsoring partners and thus also higher financial resources. The professionalization of the Sponsoring-Acquisition therefore holds a very large chance. For golf club operators or managers it is therefore advisable to focus on the development of a targeted marketing concept and to appoint sponsoring representatives.
Advantages of golf sponsoring for companies
Advantages result naturally not only for golf courses and – clubs, but also for the sponsors. The most used return of Sponsoringpartner with commercial goal, represents the use of a made available advertising surface. Due to the high acceptance values for the topic Sponsoring offer themselves for sponsors very positive conditions. Beyond that active gulf players prove to be a very financially strong target group with high mark consciousness. Beyond the club members however also tournament participants, guest players as well as teams and teams of the golf course are purposefully addressed.
Beside the presence of the sponsor, on most different advertising surfaces, a further Sponsoring use is the sales promotion. By an increased brand awareness and the development of new target groups the customer acquisition can be realized.
A positive image transfer can be achieved particularly by the purposeful promotion of a team of the respective club or gulf Events. Through the emotional connection with the successful sponsored youth team or the successful sponsored golf event, the attitude towards the sponsor brand is also positively influenced and a deeper relationship is established.
Popular sponsorship opportunities in golf:
- Placement of logos on clothing (golf caps, jerseys etc.) of the sponsored team (player, coach, helper)
- Equipping the team with sportswear and golf caps
- Equipment of the team with accessories
- Sponsoring of a tournament
- Sponsoring of tournament prizes
- Advertising on tee boards
- Implementation of PR measures with the team or individual athletes
Sponsoring with safetee
Golf is gradually losing its dusty image and is becoming increasingly popular, especially among younger generations. But also in this age group golf players are particularly health and safety-conscious. A further possibility of the Sponsorings particularly within the range team and association Sponsoring exists therefore in the equipment with safetee golf caps. By the protective protector in the golf cap it offers e.g. to the children and young people during training head protection from missed balls or swinging club heads. Placing sponsors or golf club logos on the golf cap creates an attractive advertising space on a safety product. From this not only image care results, but the gulf haven is actually a piece more surely made. Both for golf plants, members and for sponsors here a win-win-win situation results.
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