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EVENT DETAILS
Medalist Golf Club
Hobe Sound, Florida
Sunday May 24, 2020 | 3 PM ET
TITLE SPONSER
CONTENT INTEGRATION PARTNERS
ASSOCIATE SPONSORS
PRESENTING PARTNERS
All Donations Will Go To COVID-19
Relief Efforts Through These Partners
Total Brand Value Generated
The Match: Champions For Charity was one of the first live sporting events to return after the COVID-19 pandemic effectively shut down the sports world in mid-March of 2020.
Framed as a re-match of the 2018 head-to-head golf challenge between Tiger Woods and Phil Mickelson, this event paired each golfer with future Hall of Fame Quarterbacks Peyton Manning (Team Tiger) and Tom Brady (Team Phil.)
The event raised $20 Million for Coronavirus relief efforts. MVP analyzed and valued brand exposure across broadcast and social media to determine the value returned to their 11 Official Partners.
Framed as a re-match of the 2018 head-to-head golf challenge between Tiger Woods and Phil Mickelson, this event paired each golfer with future Hall of Fame Quarterbacks Peyton Manning (Team Tiger) and Tom Brady (Team Phil.)
The event raised $20 Million for Coronavirus relief efforts. MVP analyzed and valued brand exposure across broadcast and social media to determine the value returned to their 11 Official Partners.
TOTAL VALUE
$35.8 MILLION
Broadcast Value
$32.9 Million
92%
$32.9 Million
92%
Broadcast
Valuation
A review of the data insights and value generated for brands during the broadcast of The Match.
Broadcast Value Compared
The Match delivered the third highest rating for the events in the reopening of the sports world after 2+ months of non-activity due to COVID-19.
This included drawing a larger average audience than the 10-part Michael Jordan documentary “The Last Dance” (ESPN/Netflix) as well as more than doubling the viewership of the “other charity golf event”, TaylorMade - Driving Relief, which featured PGA TOUR Pro’s Dustin Johnson, Rory McIlroy, Ricky Fowler and Matthew Wolffe.
The Match audience only trailed NASCAR (the first live sports event post-COVID) and the NFL Draft for total viewership.
The Match outshined the previous Match event between Tiger and Phil, which went the Pay-Per-View route with just over 1 Million viewers. It also surpassed the previous reigning highest rated cable golf event, the 2010 Masters, which marked Tiger Woods return to golf post-scandal, as well as the 2019 PGA Championship and Open Championship.
This included drawing a larger average audience than the 10-part Michael Jordan documentary “The Last Dance” (ESPN/Netflix) as well as more than doubling the viewership of the “other charity golf event”, TaylorMade - Driving Relief, which featured PGA TOUR Pro’s Dustin Johnson, Rory McIlroy, Ricky Fowler and Matthew Wolffe.
The Match audience only trailed NASCAR (the first live sports event post-COVID) and the NFL Draft for total viewership.
The Match outshined the previous Match event between Tiger and Phil, which went the Pay-Per-View route with just over 1 Million viewers. It also surpassed the previous reigning highest rated cable golf event, the 2010 Masters, which marked Tiger Woods return to golf post-scandal, as well as the 2019 PGA Championship and Open Championship.
Brand Value Generated
Over the course of the broadcast, MVP detected over 1,600 individual logos for the 11 Official Partners, generating over $32.9 Million in value during the event.
$32.9 MILLION
Top 5 Brands
The Top 5 Brands drove 80% of the total value, with Title Sponsor Capital One accounting for 37%.
80% OF TOTAL VALUE
Michelob U.
$2.4 Million
7%
$2.4 Million
7%
DraftKings
$2.4 Million
7%
$2.4 Million
7%
Audi
$4.2 Million
13%
$4.2 Million
13%
Progressive
$5.1 Million
16%
$5.1 Million
16%
Capital One
$12.1 Million
37%
$12.1 Million
37%
Top 5 By Placement Type
To better understand how value was generated during the broadcast, MVP analyzed the placement type of the five (5) brands mentioned.
The top placement during the event was the branded backdrops generating nearly half (44%) of the value for the brands listed. Backdrops were seen behind each tee box and the practice putting green during the event.
The top placement during the event was the branded backdrops generating nearly half (44%) of the value for the brands listed. Backdrops were seen behind each tee box and the practice putting green during the event.
$26.2 MILLION
Michelob U.
$2.4 Million
9%
$2.4 Million
9%
DraftKings
$2.4 Million
9%
$2.4 Million
9%
Audi
$4.2 Million
16%
$4.2 Million
16%
Progressive
$5.1 Million
19%
$5.1 Million
19%
Capital One
$12.1 Million
46%
$12.1 Million
46%
Comparison of Placements
Branded Backdrops drove over 44% of the brand value for the Top 5 Partners. With visible assets behind every tee box, brand logos accumulated value as all four players took advantage of socializing on the tee box, which delivered longer on camera branded durations.
Top 5 Brands
During The Match, MVP detected 1,232 logos of the Top 5 Brands. Most logo detection had a short duration on screen and therefore generated less value. Overall, The logo detections were evenly distributed over time, with small spike at the beginning of The Match.
Taking it Brand by Brand
Here we explore how the value of the Top 5 Brands was generated during The Match. Click on the highlighted circles to see the underlying activity that produced valuable branded moments for these partners.
Capital One
As the Title Sponsor of The Match, Capital One capitalized on their war chest of assets to gain $12 Million worth of brand exposure. With more than twice the airtime than the next closest partner (Progressive), Capital One averaged 7.5 minutes of brand exposure for every hour of the broadcast.
493
Brand Logo
Detections
Detections
46.5
Brand Time on
Screen (Minutes)
Screen (Minutes)
$12M
Total Brand Value
(Million USD)
(Million USD)
Exclusivity on Tee Box #1
Nearly 47 minutes into The Match broadcast the two teams took to Hole #1 to tee up their upcoming round of golf for COVID-19 relief. Capital One’s exclusive exposure on the tee box accumulated a total of 526 branded seconds (or 8.7 minutes). The exposure generated over $2.36M in brand value from the backdrop, match lockup logos, and logos featured in personal messages from Samuel L. Jackson.
The Match Relief Check
The end of the broadcast also featured Capital One in an exclusive format. The brand was featured on the check being donated to COVID-19 relief funds, and with close-up shots during the end-of-match interview, the exposure rank and the 5th most valuable brand inclusion for Capital One during the broadcast.
Progressive
With the second highest broadcast brand value, Progressive received over 85% of their value from commercial spots, branded graphics and tee box backdrops.
239
Brand Logo
Detections
Detections
19.5
Brand Time on
Screen (Minutes)
Screen (Minutes)
$5.05M
Total Brand Value
(Million USD)
(Million USD)
Closest to the Pin Graphics
Progressive saw spikes in value on the holes where Closest to the Pin Challenges were in play. Branded tee box backdrops and logo inclusion within the graphics delivered an average of 17 seconds per exposure and produced an average of $782K in brand value on both Challenge holes.
Audi
Audi owned assets were heavily featured pre-match and throughout the front 9, resulting in nearly 70% of the brand’s value occurring in the first half of the broadcast. Although the brand had unique activations, duration and value were primarily driven by their inclusion on tee box backdrops.
241
Brand Logo
Detections
Detections
16.2
Brand Time on
Screen (Minutes)
Screen (Minutes)
$4.20M
Total Brand Value
(Million USD)
(Million USD)
Michelob Ultra
Michelob Ultra’s branding efforts were led by their beer cart placement behind the putting green during pre-match coverage of the broadcast. By utilizing the camera angles of players practicing putts, the cart seemed to always be the centerpiece of the shot and was they highlight of their marketing strategy for the day.
129
Brand Logo
Detections
Detections
9.3
Brand Time on
Screen (Minutes)
Screen (Minutes)
$2.40M
Total Brand Value
(Million USD)
(Million USD)
Michelob Ultra Beer Cart
With unique creativity throughout the entire match, Michelob Ultra’s strategically placed beer cart behind the putting green helped kick off an afternoon of content with consistent references to the golf cart. With features of the cart in commercials, references as part of a giveaway during the match, and more, content related to the cart helped generate half of Michelob’s value during the broadcast.
DraftKings
DraftKingsDraftKings brand strategy was seen in a two-fold approach during The Match. With a goal of driving traffic to their platform during pre-match coverage, the brand was seen in two commercials introducing a promo code and references to their website in addition to ‘Play for Free’ graphics. As The Match progressed, branding shifted to live money lines as players teed off and approached greens.
50
Brand Logo
Detections
Detections
9.3
Brand Time on
Screen (Minutes)
Screen (Minutes)
$2.39M
Total Brand Value
(Million USD)
(Million USD)
Logo Placement in Commercials
With attempts to draw traffic to their site, DraftKings commercials at the beginning of the broadcast featured a promo code to enter the $50,000 gambling pool for free. Value accumulated by the transparent logo placement in the bottom right corner of the advertisement. The logo placement was visible throughout the commercial.
Branded Money Lines
Differing from the other Top 5 Brands represented in this report, DraftKings accumulated most of its value (64%)through logo inclusion on the branded graphics during The Match. With an extended presence on screen, the money line graphics averaged 18 seconds per exposure and was seen across multiple holes.
Social Performance
Throughout the broadcast, social was an effective awareness driver for The Match with extremely high impressions and engagements.
This high level of interactions and activations produced valuable results for all associated brands and slingshot the event into the #1 Trending Topic spot on Twitter.
This high level of interactions and activations produced valuable results for all associated brands and slingshot the event into the #1 Trending Topic spot on Twitter.
38 Million
Video Views
5 Million
Social Engagements
172 Million
Social Impressions
Brand Value Generated
In total there was $2.93 Million generated through social media posts related to the event. Capital One was the clear winner on social capturing 94% of the brand value from conversations related to The Match.
$2.93 MILLION
Other Brands
$174 Thousand
6%
$174 Thousand
6%
Capital One
$2.76 Million
94%
$2.76 Million
94%
Capital One By Platform
Capital One received $2.76 Million in value across the 4 social platforms analyzed. Instagram led the way by producing more than 63% of the total value, while YouTube landed on the other end of the spectrum contributing less than 1%.
$2.93 MILLION
Facebook
$335K
12.1%
$335K
12.1%
Twitter
$674K
24.4%
$674K
24.4%
Instagram
$1.75 Million
63.3%
$1.75 Million
63.3%
The Brady Buzz
The biggest spike in User Generated Content came during the 5PM hour, when Tom Brady dunked his approach shot from the fairway to birdie the 7th Hole. Less than an hour before Brady’s birdie, Brooks Kopek took to Twitter to announce that he would donate $100K if Brady made a par on the front 9.
15.3K
Total # of Mentions
The Match
The Match
10.7K
Total # of Mentions
Tom Brady
Tom Brady
4.8K
Total # of Mentions
Tiger Woods
Tiger Woods
3.8K
Total # of Mentions
Peyton Manning
Peyton Manning
3.5K
Total # of Mentions
Phil Mickelson
Phil Mickelson
User Generated Spike
User generated content saw a spike during the 5pm hour when Tom Brady sunk a shot from the fairway to birdie Hole #7. Just before the event defining moment, Brooks Koepka took to Twitter to announce that he’d donate $100K if Brady were to par a hole on the front 9 holes.
Accounts like the NFL, Bleacher Report, and celebrities like Brooks Koepka & J.J. Watt were a few notable accounts contributing to the massive spike in mentions after Brady's shot on Hole #7. These accounts, with large numbers of followers (NFL: 25.5M followers, Bleacher Report: 9.11M, J.J. Watt: 5.57M, Brooks Kopeka: 322K), significantly amplified the reach of the event on social media.
Accounts like the NFL, Bleacher Report, and celebrities like Brooks Koepka & J.J. Watt were a few notable accounts contributing to the massive spike in mentions after Brady's shot on Hole #7. These accounts, with large numbers of followers (NFL: 25.5M followers, Bleacher Report: 9.11M, J.J. Watt: 5.57M, Brooks Kopeka: 322K), significantly amplified the reach of the event on social media.
Executive Summary
The Top 5 Brands Who Gained the Most
80% of the total broadcast value was captured by five brands (Capital One, Progressive, Audi, Michelob Ultra, and DraftKings). These five brands saw 80% of their value accumulate from brand positioning on backdrops, logo placement in commercials, and branded graphics throughout The Match.
Capital One Benefited the Most from Official Hashtag
Capital One’s exposure on social media matched their broadcast valuation dominance. In usage of the official hashtag (#CapitalOnesTheMatch) and other event mentions, top accounts in the social landscape drove over $2.7 Million in brand value for Capital One.