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Extract from Golf Sponsorship Insight 2011 9th September 2011

NEWSLETTER

Golf Sponsorship Insight 2011 Extract

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Share of Media Value during the first half of 2011 and Interest in Golf by region

This chart is a representation of the equivalent media value of brand exposure from all

tournaments up to July 2011. It also shows overall interest in the sport within the three regions.

Comprises 2011 PGA Tour and PGA European Tour’s globally distributed tournaments up to and

including: PGA Tour (July 24th 2011) European Tour (July 10th 2011). Majors: The Masters and

The US Open.

The explanation for Europe’s greater volume is the broad consumption of both US and European

tours in the European TV market. In the Americas, the focus is almost solely on the US tour.

Weighted Media Value (RBA+) is driven by each tournament’s global distribution, with television

audience and cost per thousand generating the value delivered in each country. RBA+ is

Repucom’s adjusted media equivalency that accounts for a brand’s time on screen, quality on

screen, viewership & cost to reach. The split of audience distribution between terrestrial and

cable networks, as well as time zones, also play a key role.

SOURCES: SPORT+MARKTSponsoring 21+ (May 2011) and REPUCOM Golf24 Database

Top-2 box: “Interested” and “Very Interested”

Media Value by % share and overall volume

Top 2 Box:

277.7 Mill.

Top 2 Box:

62.7 Mill.

Top 2 Box:

37.8 Mill. Americas

Universe: 380 Mill.

Asia

Universe: 2.136 Bill.

RBA+ Share: 43%

$605.6 Mill.

RBA+ Share: 26%

$368.6 Mill.

RBA+ Share: 24%

$330.3 Mill.

Europe

Universe: 332 Mill.


NEWSLETTER

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Automotive Sector Sponsorship Media Value in Golf during the first half of 2011

Shows percentage share of RBA+ media value for auto sector golf sponsors, comprising 2011

PGA Tour & European Tour and globally distributed tournaments up to and including: PGA Tour

(July 24th 2011), European Tour (July 10th 2011). Also includes The Masters and US Open.

While BMW remain the dominant force, Volvo’s three European Tour tournaments – all

played in the first half of 2011 – contributed substantially to the Scandinavian carmaker’s

impressive share of media value for automobile industry sponsorship in golf during the first

half of 2011.

The absence of Mercedes-Benz from this chart is due to the fact several of the premium auto

manufacturer’s highly-significant sponsorships, such as the PGA Championship and The

Masters, have limited branding opportunities with the focus of these partnerships weighted

towards other aspects.

Honda’s sponsorship of the PGA Tour Honda Classic in March was the driving force in

generating this result for the Japanese auto giant.

Source: REPUCOM Golf24

RBA+ Media Value delivery by region is driven by each tournament’s global distribution, with television audience and cost per

thousand generating the value delivered in each country. The split of distribution between terrestrial and cable networks, as

well as time zones, also plays a key role.


46%

37%

5% 5%

4% 3%

BMW

Volvo

Cadillac

Honda

Hyundai

Other Automotive


NEWSLETTER

Automotive Sector Sponsorship Background Information

BMW occupies a major share for automobile sector spending in golf sponsorship. As one of

the main sponsors in European golf its position can primarily be attributed to engagements

with the European Tour and the Ryder Cup 2012 and 2014, as well as title sponsorship of the

BMW PGA Championship and endorsements with Martin Kaymer and Colin Montgomerie.

Alongside BMW, Mercedes-Benz is one of the biggest spenders in golf, with its major

engagements being partnership of the Masters Tournament and The Open Championship,

patronage of the PGA of America, including the PGA Championship, alongside several

smaller partnerships mainly on the PGA Tour.

General Motors reentered golf in 2011 with its flagship brand Cadillac, investing in the WGC-

Cadillac Championship title sponsorship at least through 2016. This event is co-sanctioned,

therefore part of the PGA Tour and the European Tour.

Giving its name to three legs of the European Tour, Volvo also occupies a spot among the top

sponsors from the automobile sector. In addition to the Volvo China Open, the Swedish car

manufacturer is engaged in tournaments in Spain and Bahrain.

Like Cadillac, the sponsorship strategies of Hyundai and Honda are mainly based on a single

major title sponsorship, the Hyundai Tournament of Champions held in Hawaii, which opens

the PGA Tour calendar, and the Honda Classic in Florida.

Other major auto brands, such as Lexus, also invest significant sums in golf. In the case of

Lexus, their engagement is largely focused on tournament partnership and player

endorsement.


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NEWSLETTER

Get the essential guide to the Golf

Sponsorship Environment

About GOLF SPONSORSHIP INSIGHT 2011

Golf Sponsorship Insight 2011 combines for the first time the findings of the sport business

world’s largest market research study, SPORT+MARKT Sponsoring21+, with those of

REPUCOM Golf24, the most comprehensive database of brand exposure measurement in

the sport. Together we track and value every brand active in every second of live Golf

broadcast across the major tours and tournaments globally.

The full report covers all the angles, from insight into the key deals in the PGA Tour and PGA

European Tour to player endorsements, media value generated by players and sponsors and

analysis of existing and potential key markets. It has been designed to be tailored to perfectly

suit each client’s unique needs. Golf Insight 2011 is the essential guide to the golf

sponsorship environment.

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Your contacts for further information:

SPONSORGLOBE NEWSLETTER:

Alexander Krause

E-Mail: [email protected]

Telephone: +49 - (0) 221 - 430 73 192

SPONSORGLOBE DATABASE:

Andre Haberla


Telephone: +49 - (0) 221 - 430 73 784

REPUCOM GOLF24 / GOLF INSIGHT 2011:

Danny Townsend


Telephone: +44 (0) 2072 217 040

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