Final MSA 402 Masters Google Sponsorship

The Masters Why should Google sponsor The Masters?

Google Search I’m feeling lucky

MSA 402 Sports Marketing Final- Danni Wysocki

History of GoogleHistory & Background of Google• Began as research project by two Stanford Ph.D. students– Larry Page and Sergey Brin in 1996 • Google is a play on of the word googol – the mathematical term for 1 followed by 100 zeros• Their headquarters are in Mountain View, CA. The company has more than 70 offices in more than • 40 countries.• The company’s mission is to organize the world’s information and make it universally accessible and useful. • The company hires people who are smart and determined and favor ability over experience. Employees share

common goals and visions for the company and reflect the global audience that they serve.

Google Ideologies10 Company Principles 1. Focus on the user and all else will follow

2. It is best to do one thing really, really well

3. Fast is better than slow

4. Democracy on the web works

5. You don’t need to be at your desk to need an answer

6. You can make money without doing evil

7. There’s always more information out there

8. The need for information crosses all borders

9. You can be serious without a suit

10. Great just isn’t good enough

The MastersWhy should Google sponsor The Masters?

About Sponsors Demographics Activation Proposal Final Proposal

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Google by the numbers



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1st 1.1 B

1st on Fortune’s List “100 best companies to work for”

1.1 Billon monthly visitors

70% market share of all search traffic 70%

5th 5th Forbes World’s Most Valuable Brands



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Technology & Innovation: Tangible & Intangible benefits Search

YouTube: Acquired in 2006 for $1.65 Billion More than 1 Billion users visit each month 100 hours of video uploaded to YouTube each

minute 80% of YouTube traffic comes from outside the US YouTube is localized in 61 countries and across 61

languages According to Nielsen, YouTube reaches more US

adults (18-34) than any cable network.



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Google GlassLaunched in 2013Purpose is to build technology that’s seamless, beautiful & empowering. To share the world through your eyes. To get answers and updates, instantly.

Google +Social networking and identity serviceAimed at bringing real life sharing to the web including people, their relationships and their interests.

Google DriveFile storage and synchronizationEnables users to create, share, collaborate and keep your files (videos, photos, Docs and PDFS) all in one place



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Google Wi-FiWireless network Google teams up with Starbucks to bring faster, free Wi-Fi connections to all 7,000 US Starbucks. Google adopting

Google TVSmart TV platform co-developed b Intel, Sony & Logitech Built on Android and Chrome and gives you and easy and fast way to navigate to television channels, websites, apps, shows and movies.

WAZEAcquired in 2013 for $1.3 billionUsed by over 50 million users and won Best Overall Mobile App award at 2013 Mobile World Congress. Waze is the world’s largest community-based traffic and navigation app.

History of The MastersAugusta National Golf Club

• One of the most prestigious and exclusive, if not the most exclusive, golf tournaments in the world

• Founded by Bobby Jones, the legendary amateur champion, and Clifford Roberts, an investment banker in New York

• The Masters’ winning green jacket is a known and recognized symbol around the world

• In 1934 was the first Masters and by 1956 the Masters had their first TV broadcast

• With popularity growing limitations were instituted for attendance for the first time in the 1960s

• In 1986 Jack Nicklaus won his 6th Masters being the oldest player to win • Tiger Woods was the first minority golfer to win the Masters as well as

the youngest at age 21 in 1997 with a record breaking performance • The Masters was the first golf tournament to be Broadcasted in HDTV in

the 2000s and 3-D in 2010



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Current Masters SponsorsGlobal sponsors

AT&T IBMMercedes-Benz

International sponsors

UPS Rolex

27% household income over $100 K Average cost of Masters badges-$1,396



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Attendees demographics | View Reports: The Masters

65%35%

65% male v 35% femaleBusinessmen or retirees and on some occasions their wives

35%87% Caucasian Augusta tournament attendance is 30,00-40,000 per round

87%65%

35%

63% ages 55+ Average Masters TV viewer is 56.4 years of age

63%27%



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TV demographics | View Reports: The Masters

35%

63%

2013 Masters HH Rating

2012 Masters HH Rating

2013 US Open HH Rating

2012 US Open HH Rating

10.0

8.1

6.1

6.6

37.4 millionThe Masters House Hold Rating Compare to US Open

2013 viewers



LED BillboardsPromoting Google productsUse LED boards to promote Google products and services on site at The Masters for attendees

Media CoverageGoogle TV and national newspapersSpecial behind the scenes coverage on Google TV and composite logo in sports sections of national newspapers during the week leading up to, week of, and final celebration after the tournament

WAZEReal time traffic reportsGiving up-to-date travel time to the course based on traffic overall will help fans with directions, traffic information, and parking areas

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Activation Advertising



Youtube Create YouTube channel for The MastersHost videos of the players (interviews, highlights), Video of the Augusta golf course and club

Facebook & TwitterWin a trip to The Masters 2015 Social media challenge to get the most “likes”, “shares”, retweets, and favorites using Google accessories

Google +Masters Google + pageCreate a Google+ page and hangout for the event. Invite people to our “Friends of the Masters Circle.” Link videos, interviews, media coverage to the page

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Activation Social Media

GmailPromoting Google productsSpecial Masters gmail template and all Masters employees use gmail as email platform



The Masters appPromoting Google productsIntegrating Google Maps and Waze into The Master's smartphone app. Promote fans to use Google Waze when traveling to the tournament. Promoted this in the Spectator Information section of The Masters website and when the tickets are sent to attendees.

Using GoogleMasters themesThe week of The Masters the Google homepage will incorporate golf and The Masters—special hole names and golf related theme

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Activation Google Products & Applications



Activation onsite

Onsite Activation Augusta National

• Promotional discount on Google products will be given to fans who stop by the Google tent and test Google’s products

• Provide tablets for fans to engage in social media• Attendees can post/share comment and post pictures throughout Augusta• Incorporate the names of each of the holes with the Google logo in correspondence

with the tents at the designated hole.• Set up a miniature putt putt course that emulates the greens at Augusta• Have TV’s by each hole showing a PGA player sinking a putt at that particular hole –

giving fans tips and tricks to reading the greens • Fans walk away with a sleeve of golf balls with the Google Masters composite logo

after they complete the course• Collect data about by having fans them fill out a card with their name, address, email,

and age that is themed to look like a scorecard for on the green

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Activation Cause Related Marketing

First Tee is a World Golf Foundation initiative & teaches valuable life skills to youth around the globe

Junior golfers compete to play in championship the Sunday before The Masters broadcasted on the Golf Channel

Google will donate percentage of product sales from The Masters to the First Tee PGA Charity

The PGA TOUR family supports junior golf programs nationally & internationally

Players from the Drive Chip & Putt Championship will be at the Google tent giving tips to golfers

Google will donate % of product sales from The Masters to the 2015 Drive Chip & Putt Championship

Tangible Benefits: US42.3+ Million Television Viewers30-40,000 Fans At Each Hole

$ Value Per Fan

CBS Broadcasting.05x42.3 mil.

Exclusive behind the scenes footage and interviews for You Tube .03x42.3 milx.10 (based off percentage of fans surveyed who would also use tube)

Spectator info exclusively for fans commuting to The Masters using WAZE .01x35,000x.30(based off percentage of fans surveyed who would you WAZE to commute to The Masters)

Exclusive on site rights for Google product activation.25x35,000

Exclusive content for Google TV’s on site.05x35,000

Miniature putt-putt course specifically designed for Google promotional area 2.00x35,000

Total Tangible Value: 2,322,505

The MastersAbout Sponsors Demographics Activation Proposal Final Proposal

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Proposal: Tangible benefits

Why should Google sponsor The Masters?

The Masters

TV OnsiteOnline Products ⏏

Intangible Benefits365 Days of Activation

Composite Logo of Google and The Masters

Data collection at Google table as well as access to our fan data base

Golfers at the Google tent and putt-putt area for lessons

Rights to use The Masters name and logo for activation:• Facebook and Twitter Sweepstakes• Google plus page w/ exclusive content• Gmail: The Masters Template• Daily google logo with golf and The Masters theme• Golf ball give away with logo inclusion

Data collection at Google table as well as access to our fan data base

Partnered activation for PGA Charity


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Proposal: Intangible Benefits


Cost to Google$4,000,000


Proposal Price


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Google’s Concerns$4,000,000 is too much for the tangible intangible benefits

you are offering.

We would be much more interested in a deal if you could provide the following:• Protection from ambush marketing during commercial breaks. We would need to be

the exclusive partner. • Contract with right of first refusal for next year.• 40 tickets and with access to a hospitality area.

Provided the above is met we would be willing to pay the $4,000, 000 and additional activation costs including any commercials we would show during The Masters on CBS.


Proposal: Google Concerns


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Final Agreed Upon OfferAfter having had some time to consider what you are asking:

We can make the additions you’ve requested for the initial asking price of 4,000,000. We look forward to our partnership moving forward.

Proposal Accepted!


Final Proposal


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Final MSA 402 Masters Google Sponsorship

Sports

Transcript of Final MSA 402 Masters Google Sponsorship