Golf fans will be delighted that the US PGA teed-off yesterday, even though they are not allowed to walk the course with their favourite players.
Omega will also be relieved. As the official timekeeper for the past 10 years at the PGA, the brand will have been fearful that yet another of its sponsored sporting events would fall foul to ruinously untargeted restrictions that have decimated this year’s calendar.
It won’t be possible to lavishly host as many key customers at Harding Park golf club in San Francisco, but Omega will benefit from its exposure to a global audience through branding and association with several of this year’s tournament favorites.
Omega ambassadors on course include Rory McIlroy, Tommy Fleetwood, Segio Garcia and California native Collin Morikawa.
The 10-year PGA partnership is particularly important to Omega, not only for the world-wide reach of this year’s first major, but also because the PGA is a huge organisation with 28,000 members.
Golf’s mainly affluent middle aged community is a perfect target market for Omega, which is why it also partners with golf at the Olympic Games and the Ryder Cup.
It also has good brand associations for a venerable Swiss watchmaker.
“A sport of precision, excellence and style; golf is the perfect reflection of Omega’s own qualities and values. The sport has become a vital part of the Swiss watchmaker’s identity and the brand is
committed to growing the game around the world. Thanks to its concerted efforts and dedicated partnerships in recent years, the Omega name is now firmly associated with many of the sport’s
best events and players,” the company says ahead of today’s first round at the PGA.