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Christopher Nascimento, September 6 2022

Golf Canada Continues Their Creative Roll

CP Women’s Open partnerships shine on a phenomenal weekend in Ottawa

Earlier this summer we had an RBC Canadian Open special edition newsletter, that dove into numerous topics pertaining to why you need to keep an eye out for golf. Not only were big names finally returning to compete on the greens in the great white north but Golf Canada was LITERALLY taking the game to new heights, with their theScore bet activation. However, this article is going to be different as I was fortunate enough to attend the event and look at the various marketing and partnership efforts that were present.

Attending events like these are fantastic for us, Sport Marketeers, as they allow you to get ideas that are relevant but just outside the scope of thought you may typically have. This is why I want to share some of my highlights as I know how beneficial attending this event was for some of the projects we’re working on, at white whale mktg.

First, theScore. How did they follow up on their RBC Canadian Open activation? To be frank, the event level is different and the idea was so unique it was difficult to follow. What they did do was create an exclusive environment for theScore bet users, show you have the app, and get access to their lounge. On the famous 17th hole, deemed ‘The Rink’ users have a great view and betting space to enjoy the action.

Second, let’s continue with the theme of ‘The Rink’. This curated experience leverages Canada having a marquee sporting event. Around the tee box, boards are put up for fans to engage with the pros. Once the ball is in the air, you’re able to know from a few holes away, if it was a quality shot as fans begin to pound the boards with approval.

After hitting the boards in approval, you may need some rest and that’s when you head to hole 8. There Hilton set up a hotel suite with the perfect view right from the bed. Not only does it allow you to visualize yourself in one of their properties that features golf but it wasn’t a gimmick either. Sometimes you’ll just see a bed or a cardboard cut-out but this was an entire suite outfitted with their own porch to take in the action. Maybe in the future, we can see an opportunity for fans to win a chance to stay the night on hole 8.

Last but not least a charitable effort that I appreciated was ‘CP Birdies for Heart’. I thought this was a great way to engage fans on holes following the big ones. I found myself staying at this particular hole for over thirty minutes waiting to see how many groups were able to add to the total. This was also an idea that I thought could be very applicable to a variety of different sports/ events. Who knows maybe you’ll see this specific initiative inspire one of our upcoming projects…

I highly recommend taking in sporting events but from a different lens… then business expense it ;). If you weren’t able to attend this event yourself, here’s a 15-second clip to catch you up on what you missed.

September 5, 2022 - Issue 54 of The Sport Marketeer

Written by

Christopher Nascimento


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