Nielsen tracked a 107% increase in sponsorship spending globally in the first part of 2021. Nielsen’s 2021 Trust in Advertising study found:
- Millennials (25-40) and Gen X (41-56) trust advertising the most. Those aged 65+, followed by Gen Z (15-24) and Boomers (57-66) have the least trust.
- Brand sponsorship at sporting events ranked 3rd-most trusted channel, with 81% either completely or somewhat trusting this channel.
Nielsen found that the sponsorships drove an average 10% lift in purchase intent among the exposed fanbase. I would think about how to gap between awareness and conversion (e.g. downloading product brochures, mobile applications with a list of brand shops, etc.).
Digitalization, individualization, and sustainability should be the TOP 3 priorities of golf tournament organizers in the coming years.
Sponsors should think about how to keep up the engagement with fans in between golf tournaments.
These insights explain well, why Rolex became the Official Timekeeper and Global Partner at the 2022 Presidents Cup at the Quail Hollow Club in Charlotte, North Carolina, USA, from 22–25 September 2022.
2022 Presidents Cup & Rolex
This will be the first time when the Presidents Cup – thanks to the efforts of Johnny Harris, the president of Quail Hollow Club – is held in the southeast. Quail Hollow usually holds the PGA’s Wells Fargo Championship every May but didn’t hold it this year in preparation for the Presidents Cup.
Since the launch of the Presidents Cup, more than US$54.4 million has been raised for good causes around the world. The U.S. team has won 11 of the 13 editions to date, with one victory for the International team and one draw.
For this year’s Presidents Cup event, the course at Quail Hollow Club has been rerouted, with the infamous “Green Mile” – holes 16, 17, and 18 – now playing as holes 13, 14, and 15.
The logic behind this reconfiguration was to ensure that matches are not completed before golfers reach this stretch and these classic holes remain in play.
Captaining the International team is Rolex Testimonee Trevor Immelman. Joining the South African as a captain’s assistant is fellow Rolex Testimonee, K.J. Choi from South Korea.
Choi returns as a captain’s assistant for the third time, having previously served in 2015, when the tournament made its debut in his homeland, and 2019. He also competed for the Internationals in 2003, 2007, and 2011.
The U.S. team will be led by the experienced Davis Love III, who has won 21 events on the PGA TOUR, including a Major, the 1997 PGA Championship.
He will be assisted by fellow Rolex Testimonee Fred Couples, a 3-time winning captain of U.S. Presidents Cup teams and a 2-time U.S. Ryder Cup team vice-captain. Couples also has a Major to his name, having won the Masters Tournament in 1992.
