Medalist Golf Club
Hobe Sound, Florida
Sunday May 24, 2020 | 3 PM ET
CONTENT INTEGRATION PARTNERS
All Donations Will Go To COVID-19
Relief Efforts Through These Partners
Total Brand Value Generated
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.
Broadcast Value Compared
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
Top 5 Brands
80% OF TOTAL VALUE
Top 5 By Placement Type
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.
Comparison of Placements
Taking it Brand by Brand
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’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.