American Family Flashcards
1
Q
How sponsorship is activated
A
- Partnered with under armour
- Had sponsorships for:
- Hospitality
- Activation
- Pro am (fans and celebrities)
- Branding and activation
2
Q
Tactics used to engage fans/attendees
A
- Engagement with youth
- Engagement with sports fans
- Engagement with media (tv, radio, etc)
3
Q
Engagement with youth
A
- First tee - kids and coaches teach
- 15 year old and younger was free admission to tournament
4
Q
Engagement with sports fans
A
- Ambassadors and athletes to interact with them
- 9 hole debut “celebrity shootout”
- Darius Rucker Concert
5
Q
Engagement with media (tv, radio, etc)
A
- 1800 mentions (395 next to the top) because of American Family engaging
- Use ESPN Madison to help this
6
Q
Point of difference with older golfers
A
- 50+
- recognizable and more approachable with fans
7
Q
Why American Family sponsors the event
A
- Increase brand awareness - high attendance and TV viewership
- Charity and community impact - All proceed from the tournament go to local charities and American Family Children’s Hospital
8
Q
How to engage all sponsors
A
- Big names attend the event (celebrities, pro golfers)
- Lots of media coverage
- Connection between sponsor company and charity/good deeds
- 9 hole exhibition with celebrities and sponsors (Steve Stricker, Mark Tauscher, Brett Favre and Andy North have participated in past years)
