I understand that everyone is currently preoccupied with the recent merger announcement between the PGA Tour and LIV Golf. Let’s talk about next week’s 123rd U.S. Open Golf Championship.
The Los Angeles Country Club will become the 53rd venue to stage the U.S. Open when it hosts its first Major championship from 15–18 June.
For sponsors like Rolex, the challenge will be – purpose-driven marketing – increasing consumer synergy and highlighting brand or company values.
Rolex has been at the heart of golf for almost 60 years. It was a bold move for Rolex to endorse high-end golf tournaments, such as the 123rd U.S. Open Golf Championship.
Because these events have a strong following among Rolex‘s target audience, the values of golf can be aligned easily with Rolex‘s brand values and mission.
Nielsen Sports says brand sponsorships in sporting events are the 3rd most trusted advertising channel.
Along with this, Rolex must create engaging content that resonates with fans and builds a more meaningful relationship between the brand and the audience.
Rolex & 123rd U.S. Open Golf Championship
This year, Matt Fitzpatrick – a Rolex Testimonee – will attempt to defend his title after winning his first Major at The Country Club in Brookline, Massachusetts, last year.
He will seek to emulate fellow Testimonee Curtis Strange, who won consecutive U.S. Open titles in 1988, 1989.
Other Testimonees have triumphed at the event, namely Arnold Palmer (1960), Gary Player (1965), Tom Watson (1982), Tiger Woods (2000, 2002, 2008), Jordan Spieth (2015), and Jon Rahm (2021).