Masters Leaves $78 Million on the Greens with No Title Sponsor
In the golf world, April is synonymous with the Masters. The majority of pros would say the “Green Jacket” is the most coveted prize in all of golf. On the other hand, PGA Tour sponsors are looking at a different kind of green. The Masters could be mere perfection for a presenting sponsor, only the Masters opts not to have one. Front Row Analytics, an industry leader in sponsorship and media evaluation, estimated that a presenting sponsor for this year’s edition of the prestigious tournament would gain a whopping $78,398,286 in media value.
Front Row Analytics is the evaluation division of Front Row Marketing Services, an industry leader in commercial rights sales and a subsidiary of the Philadelphia-based sport and entertainment firm, Comcast-Spectacor.
This year’s Masters is certainly one of the most highly anticipated of all-time based on the fact that Tiger Woods is returning to professional golf for the first time in nearly five months. The media surrounding this event is already at an all-time high. There are so many unanswered questions about how he will perform with all the public scrutiny and negative publicity he has faced since his leave from golf.
“The amount of media exposure that will be generated from this year’s Masters will be astonishing. This will be one tournament that is likely to attract even non-golf fans. The media value that could be gained through broadcast exposure, news coverage, international television, national promotions and on-site exposure will be extraordinary, possibly the highest in the history of golf,” said Eric Smallwood, vice president of project management for Front Row Marketing Services.
Within the $78,398,286 in worldwide media value projected for a presenting sponsor, nearly 70 percent, or $54,860,309 of that would be gained from broadcast exposure including on-screen bugs, tee box signage, on-site signage, etc. This number is the grand total of all four rounds combined, with the final round bringing in the greatest amount of media value.