How the Masters at Augusta gave me a masterclass in brand experience
In this guest post, CEO of DT, Brian Vella, reveals how a trip to the Masters at Augusta revealed what successful sports marketing looks like.
I was recently fortunate enough to attend the US Masters golf tournament in Augusta, Georgia. I went for the golf but walked away with a masterclass in brand and corporate image management.
Since 1934 the focus of the tournament has been to provide the best experience for players and spectators.
While other tournaments around the world – including other sporting codes – would claim the same, the Masters is in a league of its own. Like no other event I’ve experienced, The Masters has next to no commercial intrusions. No sponsor logos or displays. No digital signage. No phones.
This has required the tournament host, the Augusta National club, to stare down enormous commercial opportunities to minimise distractions and stay true to its traditions — golf at its best.
I found this fascinating as a golf fan and advertising man. Well, and a lover of events in general. Thanks for posting. To create a brand experience like that is pretty amazing. Having been to many many sporting events, music festivals and the like, very few stand out as truly unique. This is a good lesson for all, not just those in sports marketing.