Jordan Spieth’s cruise to victory in the US Masters last night may have cost in terms of viewing audiences but there are many lessons to be learned from the Masters in a sports marketing sense. Here are six…
1. Familiarity Breeds Comfort
The Masters takes place over the same course every 12 months. It introduces subtle changes but the essence of what we see remains the same year after year, and makes it a must see event in the way that most other sporting events can only dream of.
2. Tradition is Everything
While WWE and MMA have the brash and noisy appeal of new kids on the block there is something timeless in the appeal of the Masters. It shamelessly plays to its strengths in terms of the greats that have won in the past and how the winners of today will be the names remembered in another 50 years, even when they are only 21.
3. Colour Coding
From the Green Jacket presented to the winner, to the iconic yellow flags that mark each hole and the colourful flowers nurtured to bloom at Amen Corner at the right time each year, the Masters understands colour and how it builds a brand.
4. Images, images, images…
Take a look at the official website for the tournament. When you have such powerful images of the course and the action it would be a shame not to make the most of them. Words are at a premium here and the impact is powerful.
5. Play to what is happening
Rolex sponsored the Sky Sports Coverage throughout the weekend and played very much to the sense of timelessness that the Masters represents. The tagline “It doesn’t just tell time, it tells history” was a classic.
6. Owning the player
Nike have done it successfully with Tiger Woods and now Rory McIlroy, allowing no other brand near shirt or cap. Jordan Spieth is the next laying claim to the mantle of a world superstar and he is owned in a marketing sense by Under Armour with clear branding on every item of apparel and no other brand in sight.
6 Lessons from the Masters
