Let's learn from the people who are working very hard for sponsor revenue on golf courses
We mostly refer to it as the European Tour but it's real name is The DP World Tour.
And - this Professional Golf Tour is working very hard for its money. Just like you.
Unlike the PGA Tour that has a basement full of cash and TV contracts locked up, the DP Tour wakes up every day worried. Like any good business does. It worries about securing its future and fighting for the dollars to make that happen.
Like you - they rely on sponsors and the requisite signage visibility expectations that come with those sponsor cheques they've cashed.
The DP Tour is a big reason why I introduced our Gapping Strategy article this week. We have a few things to learn from the people fighting for dollars and handling their responsibility to grab attention across a huge golf course. You just have to know where the eyeballs are going to be.
The DP Tour fills in these gaps. Those gaps where they know the eyeballs are going to be. They're awesome at it.
So here is a brief visual audit of how they did at their most recent Tournament. The Nedbank Golf Challenge at the Gary Player Country Club in Sun City, South Africa.
TravelBrag! I've played the course!!
First things first. These types of sponsor placements are unseen on this side of the Atlantic. You would think there'd be a bunch of issues with these signs being dotted around the playing areas on this hole.
But no, not really.
The predictable path of the players and the design of the golf hole allow for strategic placement of valuable signage cashing in on money-making sightlines.
Of course your eyeballs at your tournament are not delivered from television viewership - they are delivered from the power-packed guests you invited to play the course.
Different gaps - same strategy.
Some more images from Sun City.
Oh, and by the way - to no surprise the DP Tour doesn't mess around when it comes to the anchor spot for signage presentation and revenue possibilities - the good old tee deck.
Your tournament has 4 critical spaces warranting an audit:
Your Tee Deck Plan - Signs and Tee Blocks
Your Green Site Plan - Pin Flags and Cup Inserts
Your Golf Cart Plan - Decals or Flags
Your Gapping Plan - A Course-Specific Plotting Project
We will help you maximize your sponsor revenue and retention
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