pga tour - subway sales proposal (spm 215)

PGA Tour Sponsorship Proposal

Kevin Agresto Dan Gorman Alex Tavernier

Kyle Thweatt Max Winter Derek Wohlfarth

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

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

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 CommissionerTim Finchem

Subway Needs

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

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

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

Benefits

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

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)

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)

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

2009

PGA Tour Events in the United States

2012

Vision of Partnership

• Foster a long-term, successful relationship• Coca-Cola as a common partner• Enhancing public image through community

involvement

Civic Engagement

• PGA Tour is tax-exempt, not-for profit organization

• Over 2,000 charities and more than one billion dollars donated

Civic Engagement

Financials

• Title Sponsorship– Five year, 4.5 million dollar deal

Year Naming Rights

Advertising Space

Affiliation with PGA Tour

Hospitality Tent

Pro-Am Spots

1 $500,000 $300,000 $70,000 $20,000 $10,0002 $500,000 $300,000 $70,000 $20,000 $10,0003 $500,000 $300,000 $70,000 $20,000 $10,0004 $500,000 $300,000 $70,000 $20,000 $10,0005 $500,000 $300,000 $70,000 $20,000 $10,000

Financials

• Corporate Sponsorship– Five year, 750,000 dollar deal

Year Affiliation with the PGA Tour

Advertising Space

VIP Passes and Pro-Am Spots

Catering Rights

1 $70,000 $60,000 $10,000 $10,000

2 $70,000 $60,000 $10,000 $10,0003 $70,000 $60,000 $10,000 $10,000

4 $70,000 $60,000 $10,000 $10,0005 $70,000 $60,000 $10,000 $10,000

Together, anything’s possible

http://together.pgatour.com/players/

PGA Tour Video on YouTube