IBM and the Masters Tournament is an example of a favorable sponsor/sponsee relationship because it fulfills the requirements for what an organization is looking to receive from a sponsor. The Masters is notoriously selective about their sponsors and that is a privilege they have earned after operating year to year with tenements built on tradition and loyalty. Even the broadcasting deal they have with CBS is one that is carried out year to year in a handshake agreement. This year the field was whittled down to six sponsors with IBM as the most prominent thanks to their memorable series of commercials featuring the mega computing system Watson.
The featured television commercials were not the only place that Watson shined as the data services and analysis were brought to users via the computing system. This functionality was made aware to the public by the not so subtle placement of IBM at the upper right of every digital device’s screen. So fans following the action from home or live in person on the course at Augusta were made aware that the stats and analysis were brought to them by the computing giant.
IBM did not offer their services to the tournament for as just in-kind offerings in exchange for the sponsorship platform, they in fact paid millions of dollars for the opportunity because it was a chance to show countless potential business partners what the slimmed down, 21st century IBM could do for them. As someone who followed the tournament via the Masters iPad application powered by IBM, I can say with confidence that they hit a home run with their chance to shine for a target audience. The simplicity, interactivity and the breadth of the information that was put in one location by IBM was impressive to say the least.
Much of the value in this relationship is the tournaments ability to naturally target the market segmentation that is desired for future IBM partners as the sport of golf, specifically golf tournaments, brings countless businesses into the mix and speaks to them in a direct manner. This phenomenon is due in part to the business culture of golf and its tournaments and of course, the exclusive offering to the employees of companies who happen to sponsor the tournament and may receive passes to attend.
All in all, IBM showed up as the star sponsor and for good reason. Their bevy of fresh commercials were engaging and relevant and more importantly they gave voice to the call to action for the many businesses and potential partners out there. That call to action was simple and clear; meet Watson and discover how IBM can help power your company to achieve its goals. I can’t think of a better example of this working than IBM’s partnership with The Masters Tournament.
Source:
Horrow, R. (2016). Augusta National masters art of minimal sponsorship. Retrieved April 10, 2016, from http://www.reuters.com/article/us-golf-masters-sponsors-idUSKCN0X31SU
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