I may have said this before; I am a fairly serious golfer and, when I can find the time, I play a few amateur tournaments every summer.
A year ago I commented on the PGA Event called the Waste Management Phoenix Open. It was held again this past weekend with Waste Management (WM) as the title sponsor. Once again WM did a hell of a job.
If you follow golf, the tournament is a unique event on the PGA tour. It regularly sets attendance records for the week and, with over 20,000 screaming (mostly inebriated) fans on just one hole, the 16th, it is a one-of-a-kind event to watch.
From a marketing perspective I don’t think there is any other event on the tour that is as professionally done or that provides the same exposure for Waste Management as the Phoenix Open does.
The WM logo visuals from the air are spectacular. The Rubik’s cube commercial and the one with the golf ball going through the maze are as good as it gets. Not only are they entertaining to watch, the commentary is professional and brings an excellent corporate message regarding Waste Management’s place in the industry.
As we all know, in today’s world, “BRANDING” is extremely important. Waste Management has done a great job with their “THINK GREEN” marketing concept. It looks good for their corporate image and is a benefit to the entire industry.
I’m not sure what the cost to WM is for that weekend sponsorship but I know it is a lot. However, in my view, it is worth every dollar. Great job!!!
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