American Express has launched a multi-tiered marketing effort to promote its new sponsorship of the U.S. Golf Association.
The sponsorship, the first in the association’s 112-year history, was announced on Monday.
The campaign has started with e-mail blasts to some of American Express’s 46.8 million U.S. cardholders, including its loyalty club Rewards Members, said Rich Lehrfeld, vice president, global sponsorship marketing, American Express.
In addition, print ads broke on Monday, featuring Tiger Woods and offering Reward Members tickets to the U.S. Open.
American Express has an existing endorsement deal with Woods and recently ended its eight-year run as the title sponsor of the World Golf Championship. Woods won the event for the fifth time in October in London, said Bet Franzone, a spokesperson for American Express.
This will be followed by activation at the U.S. Open and other golf events. American Express plans to have a presence at the Open to offer services and other experiences to cardholders. On-site activation includes corporate signage, however, branding remains limited as it has in the past, the USGA said.
“Our job is to look across all the activities at the event and make sure we are supporting those,” Lehrfeld said.
The marketing plans will also include direct mail, online and additional TV spots, he said.
The multi-year, landmark deal strengthens American Express’s ties to golf by bringing new benefits and experiences to cardholder.
Beginning last Monday, card members get the opportunity to buy daily or weekly tickets to the already sold out 2007 U.S. Open, which will take place at the Oakmont Country Club in Oakmont, PA. The Trophy Club tickets have been traditionally sold in weekly packages and only available to USGA members or through a random drawing.
The deal also calls for cardholders to gain access to some of the USGA’s championships, exclusive entry to play U.S. Open courses on select days and other benefits.
“We are offering some very unique and special things that we know our card holders enjoy,” Lehrfeld said.
Financial terms of the sponsorship deal were not disclosed.
For its part, the USGA, the national governing body of golf in the U.S. and Mexico, hopes to gain access to more golfers through joint marketing efforts with American Express.
“We believe this partnership will allow us to reach more golfers and make them more aware of our many programs that benefit their golf game,” “said USGA President, Walter W. Driver Jr., in a statement. “For example, we want more golfers to have a USGA handicap index, know the rules of golf, join our members program, and abide by and appreciate the game’s etiquette and traditions. We believe that American Express is well positioned to help us make such outreach programs a success.”
American Express currently offers its Membership Rewards members a number of golf-related benefits, including travel packages, equipment and apparel, a dedicated golf magazine and an affiliation with some of golf’s greatest contemporary players.
The financial services company has a total 76.6 million cardholders worldwide. Members can purchase the tickets or use reward points and find more information at AmericanExpress.com/entertainment.
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