Client
Glenmuir
Media
TV Sponsorship & Airtime
Objective
Generate brand love and awareness in UK golfers to support retail and web sales for Glenmuir and sub-brand Sunderland of Scotland
Sector
Retail / Clothing / Sportswear
Context
Glenmuir was founded in 1891 and is one of the oldest brands in the golf apparel market. Its knitwear products are still made to the highest standards in Scotland, the Home of Golf. For the past 25 years it has been the preferred supplier of shirts and knitwear to the European Ryder Cup Team. They are sold through golf clubs, retail partners and a strong ecommerce site. They are always looking to take on more retail distribution in this highly competitive market and keep front of mind for the UK golfer.
Services and Solutions
Glenmuir did not have the budgets of the massive global players in the golf apparel market so needed a strategy to punch above their weight. TV Sponsorship can be a cost-effective opportunity to place your brand in front of relevant content and consumers at high frequency to deliver brand recall. We have a great relationship with the Sky Sports Sponsorship team and are aware of all the late deals in the market. And as a full service agency, we have the capability to make fast turnaround, high-quality sponsorship credits. We knew that all the Golf Major tournaments were not sponsored so we suggested a late buy strategy for the US PGA. We negotiated an incredible late offer for this tournament and rolled in six months of Sky Sports Golf TV advertising airtime as part of the deal.
Results
For Glenmuir, this secured an association with the most premium golf content and a season long awareness campaign in one single rolled-up deal. In 2023 the USA PGA sponsorship reached over 2.3 million golfers and the subsequent six months of traditional spot airtime on Sky Sports Golf has delivered over 6 million views. We more than doubled the value delivered year on year and a have a very happy client.