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The Match Provides Charitable Distraction

Crossover Appeal Delivers Millions in Value

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Broadcast
Social Media
Sponsorship Valuation
PGA
NFL
Published 
June 15, 2020
 | 
3
 min read

After much of the world came to a screeching halt in March 2020 at the dawn of the COVID-19 pandemic, sports fans were left with very few live content options to enjoy amid the despair. While coverage of the NFL Draft and ESPN’s weekly installments of “The Last Dance” helped satiate sporting cravings, The Match: Champions for Charity was among the first events to take place as everyone began to navigate the new normal. The event, which took place at Medalist Golf Club in Hobe Sound, Florida, on May 24, 2020, pitted Tiger Woods and Peyton Manning against Phil Mickelson and Tom Brady in a head-to-head golf match that ultimately raised $20M for COVID-19 relief efforts. In the process, it also generated significant value for sponsors on broadcast and social media. We used MVP’s omnichannel platforms to examine which brands benefited the most.

Star Power Catalyzes Value Generation

It is rare for two of the greatest athletes in a sport’s history to grace the same stage, but appointment television is the result whenever it happens. And The Match: Champions for Charity took the attraction to another level by showcasing two of the greatest athletes of this generation from the gridiron and the greens. The star power and crossover appeal on Memorial Day Weekend was a perfect recipe, as the event drew 5.8 million viewers, trailing only the first round of the NFL Draft and NASCAR’s Darlington 400 in post-COVID viewership totals.

As part of our report detailing The Match, we employed our AI-powered logo detection software to identify how often and how prominently the spectacle’s sponsors were featured during the broadcast, and ultimately determined how much value each received as a result. We found the top five brands accounted for 80% of the broadcast brand value, led by title sponsor Capital One. But each of the top five – as well as several others – exceeded the $1M mark.

We also took a deep dive on social media, where The Match created 172 million impressions. Our study highlights which brands received the most value through their affiliation, which platforms were most favorable, and what types of accounts had the largest impact on each metric. Follow the instructions below to gain access to all our in-depth insights regarding The Match: Champions for Charity.

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