MasterCard Receives Over $2.4 Million in Media Value at Arnold Palmer Invitational
Prior to the event being called due to weather, MasterCard was still able to bring in significant amount of Media
PHILADELPHIA MARCH 29, 2010 – Despite the rainy weather during the final round, MasterCard was still able to shine. According to industry leaders in sponsorship evaluation Front Row Analytics, MasterCard received $2.42 million in media value through onscreen text, verbal mentions, and signage during Sunday’s final round at the 2010 Arnold Palmer Invitational presented by MasterCard. Arnold Palmer’s Bay Hill Club and Lodge played host to this year’s event. Top players in the field consisted of Dustin Johnson, Jim Furyk, Camilo Villegas and Phil Mickelson all competing for a $6,000,000 purse.
“Arnold Palmer, one of the game’s greatest players/ambassadors, and the tournament staff put on a great event each year, and MasterCard was able to capitalize on this and received a large amount of media exposure through a national market. Sponsoring golf tournaments, which are broadcasted over the course of a long weekend, allow the sponsors to get the most for their money. Sponsors see an increased amount of brand awareness which adds significant value, and serves as a great marketing tool for the success of their respective companies” said Eric Smallwood, VP of Project Management for Front Row Marketing Services.
Front Row Analytics is the evaluation division of Front Row Marketing Services (frontrow-marketing.com), an industry leader in commercial rights sales and a subsidiary of the Philadelphia, PA based sport and entertainment firm, Comcast-Spectacor.
Although Ernie Els was the winner of this years tournament, with an impressive 11 under par, MasterCard was also able to walk away as a winner after receiving $2.4M in exposure, proving that this year’s partnership of the Arnold Palmer Invitational was a hole in one.
For more media evaluation success stories check out www.frontrow-marketing.com.
Front Row Marketing Services, a subsidiary of the sport and entertainment firm Comcast-Spectacor, is based in Philadelphia, PA with offices in or near Los Angeles, CA; San Jose, CA; Fort Collins, CO; Miami, FL; Orlando, FL; Augusta, GA; Chicago, IL; Des Moines, IA; Portland, ME; Detroit, MI; Minneapolis, MN; Kansas City, MO; Albuquerque, NM; Albany, NY; Cleveland, OH; Vancouver, BC; London, ON; and Birmingham, UK. FRMS generates incremental revenue for public assembly venues, sports teams and municipalities through the marketing and sales of naming rights, advertising/sponsorships, exclusive product and vendor rights agreements, premium seating and hospitality features. The company currently develops incremental revenue for over 45 accounts.
Comcast-Spectacor (comcast-spectacor.com) is the Philadelphia-based sports and entertainment company which owns the Philadelphia Flyers (NHL), the Philadelphia 76ers (NBA), two Philadelphia arenas, the Wachovia Center and Wachovia Spectrum, four Flyers Skate Zone community ice skating and hockey rinks and Comcast SportsNet Philadelphia. In addition, Comcast-Spectacor is also the principal owner of Global Spectrum, the fastest growing firm in the public assembly management field with more than 85 facilities throughout the United States and Canada; Ovations Food Services, a food and beverage service provider; New Era Tickets, a ticketing and marketing company for public assembly facilities; Front Row Marketing Services, a commercial rights sales company; and 3601 Creative Group, a full-service in-house advertising agency. In a partnership with Disson Skating, Comcast-Spectacor annually produces 10 nationally televised figure skating spectaculars on NBC.