What are the ‘Ideal’ Ryder Cup Sponsors?
- September 28, 2023
- SponsorPulse Staff
While golf might not be the first sport that comes to mind for many brands, data suggest some golf properties may offer engagement potential for exciting partnerships.
A great example? The Ryder Cup.
In this article, we delve into data-driven insights from SponsorPulse to uncover what makes the Ryder Cup attractive and which types of brands could make great potential sponsors.
Ryder Cup: A Full Sponsorship Swing
Despite being ranked tenth in Opportunity Score among golf tournaments on SponsorPulse, some metrics show intriguing appeal:
The Ryder Cup boasts a respectable 33% engagement level, aligning it with other prominent golf events such as the British Open, President's Cup, and the FedEx Tour Championship.
The Cup also scored remarkably with a 7% favorability score, which puts it on par with esteemed tournaments like the US Open Championship and the Professional Disc Golf Association.
Lastly (and surprisingly), the Ryder Cup scores slightly higher in Intensity than The Masters, with a 36% rating compared to The Masters' 35%.
These numbers suggest that even though it may not be the most popular golf tournament, the Ryder Cup captures the hearts of its audience in a way that rivals even the most prestigious golf tournaments.
As a result, a deeper emotional connection and increased passion from its fans make them more likely to associate positively with the event and, by extension, its partners.
But who engages with the Ryder Cup?
Demographics and Engagement
Data from the SponsorPulse platform reveals the most relevant fans' demographics and purchase behaviors to identify the ideal Ryder Cup sponsors. Here’s what we found:
Over-the-top (OTT) and Digital Streaming
Fans who engage with OTT and digital streaming platforms are a prime target for Ryder Cup sponsors, boasting impressive engagement rates of 79% from DAZN, 75% from ESPN Deportes, 75% from Fox Deportes, and 73% from NFL Game Pass users.
These numbers suggest digital and OTT platforms can reach a highly engaged audience during Ryder Cup broadcasts.
Information and Cultural Industries
Professionals in the information and cultural industries top the engagement charts with a remarkable 72%.
This audience segment is highly receptive to Ryder Cup sponsorship, allowing brands to connect with an intellectually curious and engaged demographic.
Sports Participation Preferences
It's fascinating that Ryder Cup fans aren't limited to golf enthusiasts alone.
Surprisingly, those who play hockey (70%), golf (62%), and American football (57%) are the most engaged with the event — suggesting a broader appeal than expected and making the Ryder Cup an attractive option for brands of diverse amateur sports.
Engaging the Older Generation
While the Ryder Cup appeals to a broad audience, the data highlights that males aged 50 or older are particularly passionate about the event, at 19%.
This demographic presents a unique opportunity for brands seeking to engage with an older audience with potentially higher purchase power.
Interestingly, even though the most passionate audience is an older demographic, some additional insights suggest that brands related to cryptocurrency, NFTs, and sports betting could find a receptive audience among Ryder Cup fans:
Those using cryptocurrencies and open to purchasing NFTs exhibit the highest engagement with Ryder Cup at 66%.
Individuals willing to gamble and place sports bets also score a significant 60% engagement.
Lastly, those who have purchased a lottery ticket or visited a casino are the most passionate about the Ryder Cup, with a 14% passion rating.
This niche of risk-loving with high purchase power behavior suggests there’s an opportunity for brands to create memorable experiences that resonate with this specific group of fans.
What’s Next for Ryder Cup Sponsors?
While the Ryder Cup might not top the list of golf tournaments on SponsorPulse, the data still shows that the tournament offers unique opportunities to connect with an engaged and diverse audience. Its engagement, favorability, and intensity metrics make it an attractive prospect for potential sponsors.
Let Data Drive Your Decisions
To dive deeper into golf sponsorship, download a free preview of our PGA Sponsor Impact Report.
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