Brief
To secure Farmfoods a sporting sponsorship asset delivering high value exposure among their target audience. To subsequently maximise the value the brand was able to derive from the relationship.
Delivery
After lengthy discussions, we proposed Farmfoods sought to sponsor Europe’s most prestigious Par 3 golf tournament, the British Par 3 Championship. We then secured the company headline sponsorship and a number of other benefits on advantageous terms. We worked with both parties to gain as much targeted coverage, using our media contacts to secure television coverage with Sky Sports and Challenge TV, with highlights being shown on ITV, BBC and CNN. Our advertising campaigns featured on ITV and in the Daily Telegraph, giving us the prestige to attract over 50 pro golfers, including host Tony Jacklin CBE, Paul Lawrie OBE, Ian Woosnam OBE and Sam Torrance OBE, plus 70 celebrities, such as Sir Alex Ferguson, Sir Bobby Charlton, Sir Garfield Sobers, Peter Schmeichel MBE, Damon Hill OBE, Peter Shilton OBE, Len Goodman and Jasper Carrott OBE.
Outcome
We attracted 50 sponsor brands and over 10,000 spectators to the event. 157,000 watched live on Sky Sports and we achieved a total overall coverage of 2,120,322,514 across all media. In total advertising activity reached over 34 million people. We gained 1,263 separate pieces of press coverage reaching a circulation 637,813,248,917 and created a viral campaign around a YouTube video of the ‘Golf Shot of the Year’ which has since been seen over 3 million times.
