Project for Sales in Sport class, which is a part of the Sport Management curriculum at Syracuse University. My group acted at the PGA Tour looking to sell a title sponsorship to Subway. Project was created in April 2012.

1. PGA Tour Sponsorship Proposal
Kevin Agresto
Kyle Thweatt
Dan Gorman
Max Winter
Alex Tavernier
Derek Wohlfarth

2. Executive Summary
• Title Sponsorship
– Official PGA Tour event with namesake
• Corporate Sponsorship
– Official restaurant
– Catering right of first refusal
• Civic Engagement
– Commitment to giving back

3. About the PGA
• Elite men’s professional golf tour in the world
• Includes PGA Tour, Champions Tour, and
Nationwide Tour
• Mission
– Expand domestically and internationally
– Commitment to integrity
– Generating revenue for charity

4. About the PGA
• Contribution to charitable causes
• Not-for-profit organization
• Donated over one billion dollars to help more
than 2,000 charities
PGA Tour Commissioner
Tim Finchem

5. Subway Needs
•
•
•
•
•
Strengthen overall brand
Expand global reach
Engaging in local communities
Catering and non-traditional
Overall healthy, not health food

6. Title Sponsorship
– Identified with an official PGA Tournament, as
official sponsor
– Usage of Tour logo
– Multi-channeled marketing opportunities
– Physical event advertising
– VIP passes and tent
– Profit from event to charity

7. Corporate Sponsorship
– Official Restaurant of the PGA Tour
– Multi-channel advertising platform
• Online and physical event
– VIP and Pebble Beach Pro-Am
– Catering Right of First Refusal

14. Benefits
• Title and Corporate Sponsorship
– Increased brand exposure
– Premium hospitality opportunities
– Civic Engagement

15. Demographics of the PGA
• Nearly 41,000,000 fans age 16 and older
• 2.5 million total fans 16 and older attended
events
• 40,000,000 TV viewers
• 1,000,000 Online viewers
• 231,000 Mobile viewers
(Sports Fan Market 2010)

16. Demographics of the PGA
• Attendance:
16-34: 34%
35-49: 23%
50-64: 29%
• TV Viewer:
16-34: 21%
35-49: 25%
50-64: 29%
65+: 25%
• Online:
16-34: 50%
35-49: 15%
50-64: 21%
65+: 14%
• Mobile:
16-34: 58%
(SBRnet)

17. Global Expansion
•
•
•
•
•
•
Subway’s start
State of the QSR industry
Comparable to the Tour
23 percent of PGA is non-American
More than half of top 50 is non-American
Golf and Rio 2016

20. 2009

21. PGA Tour Events in the United States
2012

22. Vision of Partnership
• Foster a long-term, successful relationship
• Coca-Cola as a common partner
• Enhancing public image through community
involvement

23. Civic Engagement
• PGA Tour is tax-exempt, not-for profit
organization
• Over 2,000 charities and more than one billion
dollars donated

24. Civic Engagement

25. Financials
• Title Sponsorship
– Five year, 4.5 million dollar deal
Year
Naming
Rights
Advertising
Space
1
2
3
4
5
$500,000
$500,000
$500,000
$500,000
$500,000
$300,000
$300,000
$300,000
$300,000
$300,000
Affiliation with Hospitality
PGA Tour
Tent
$70,000
$70,000
$70,000
$70,000
$70,000
$20,000
$20,000
$20,000
$20,000
$20,000
Pro-Am
Spots
$10,000
$10,000
$10,000
$10,000
$10,000

26. Financials
• Corporate Sponsorship
– Five year, 750,000 dollar deal
Year Affiliation with Advertising VIP Passes and Catering Rights
the PGA Tour
Space
Pro-Am Spots
1
$70,000
$60,000
$10,000
$10,000
2
3
$70,000
$70,000
$60,000
$60,000
$10,000
$10,000
$10,000
$10,000
4
5
$70,000
$70,000
$60,000
$60,000
$10,000
$10,000
$10,000
$10,000

27. Together, anything’s possible