Google is considering sponsoring The Masters golf tournament. The document provides background on Google and The Masters. It outlines activation ideas like using Google Maps, YouTube, and Waze. It proposes a $4 million sponsorship package including onsite activation, digital content, and charitable donations. Google requests exclusivity and tickets in exchange for the $4 million. The Masters agrees to the additions.

1. The MastersWhy should Google sponsor The Masters?
Google SearchI’m feeling lucky
MSA 402 Sports Marketing Final- Danni Wysocki

2. History of Google
History & Background of Google
• Began as research project by two Stanford Ph.D. students– Larry Page and Sergey Brin in 1996
• Google is a play on of the word googol – the mathematical term for 1 followed by 100 zeros
• Their headquarters are in Mountain View, CA. The company has more than 70 offices in more than
• 40 countries.
• The company’s mission is to organize the world’s information and make it universally accessible and
useful.
• The company hires people who are smart and determined and favor ability over experience. Employees
share common goals and visions for the company and reflect the global audience that they serve.
Google Ideologies
10 Company Principles
1. Focus on the user and all else will follow
2. It is best to do one thing really, really well
3. Fast is better than slow
4. Democracy on the web works
5. You don’t need to be at your desk to need an answer
6. You can make money without doing evil
7. There’s always more information out there
8. The need for information crosses all borders
9. You can be serious without a suit
10. Great just isn’t good enough
The MastersWhy should Google sponsor The Masters?
About Sponsors Demographics Activation Proposal Final Proposal
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3. Google by the numbers
The MastersWhy should Google sponsor The Masters?
About Sponsors Demographics Activation Proposal Final Proposal
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1st
1.1 B
1st on Fortune’s List “100 best companies
to work for”
1.1 Billon monthly visitors
70% market share of all search traffic
70%
5th
5th Forbes World’s Most Valuable Brands

4. The MastersWhy should Google sponsor The Masters?
About Sponsors Demographics Activation Proposal Final Proposal
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Technology & Innovation: Tangible & Intangible benefits Search
 YouTube: Acquired in 2006 for $1.65 Billion
 More than 1 Billion users visit each month
 100 hours of video uploaded to YouTube each
minute
 80% of YouTube traffic comes from outside the US
 YouTube is localized in 61 countries and across 61
languages
 According to Nielsen, YouTube reaches more US
adults (18-34) than any cable network.

5. The MastersWhy should Google sponsor The Masters?
About Sponsors Demographics Activation Proposal Final Proposal
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Google Glass
Launched in 2013
Purpose is to build technology that’s seamless, beautiful & empowering.
To share the world through your eyes. To get answers and updates,
instantly.
Google +
Social networking and identity service
Aimed at bringing real life sharing to the web including people, their
relationships and their interests.
Google Drive
File storage and synchronization
Enables users to create, share, collaborate and keep your files (videos,
photos, Docs and PDFS) all in one place

6. The MastersWhy should Google sponsor The Masters?
About Sponsors Demographics Activation Proposal Final Proposal
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Google Wi-Fi
Wireless network
Google teams up with Starbucks to bring faster, free Wi-Fi connections
to all 7,000 US Starbucks. Google adopting
Google TV
Smart TV platform co-developed b Intel, Sony & Logitech
Built on Android and Chrome and gives you and easy and fast way to
navigate to television channels, websites, apps, shows and movies.
WAZE
Acquired in 2013 for $1.3 billion
Used by over 50 million users and won Best Overall Mobile App award
at 2013 Mobile World Congress. Waze is the world’s largest community-
based traffic and navigation app.

7. History of The Masters
Augusta National Golf Club
• One of the most prestigious and exclusive, if not the most exclusive,
golf tournaments in the world
• Founded by Bobby Jones, the legendary amateur champion, and
Clifford Roberts, an investment banker in New York
• The Masters’ winning green jacket is a known and recognized
symbol around the world
• In 1934 was the first Masters and by 1956 the Masters had their first
TV broadcast
• With popularity growing limitations were instituted for attendance for
the first time in the 1960s
• In 1986 Jack Nicklaus won his 6th Masters being the oldest player
to win
• Tiger Woods was the first minority golfer to win the Masters as well
as the youngest at age 21 in 1997 with a record breaking
performance
• The Masters was the first golf tournament to be Broadcasted in
HDTV in the 2000s and 3-D in 2010
The MastersWhy should Google sponsor The Masters?
About Sponsors Demographics Activation Proposal Final Proposal
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8. The MastersWhy should Google sponsor The Masters?
About Sponsors Demographics Activation Proposal Final Proposal
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Current Masters Sponsors
Global sponsors
AT&T IBM Mercedes-Benz
International sponsors
UPS Rolex

9. 27% household
income over $100 K
Average cost of Masters
badges-$1,396
The MastersWhy should Google sponsor The Masters?
About Sponsors Demographics Activation Proposal Final Proposal
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Attendees demographics | View Reports: The Masters
65%
35%
65% male v 35% female
Businessmen or retirees
and on some occasions
their wives
35%
87% Caucasian
Augusta tournament
attendance is 30,00-
40,000 per round
87%65%
35%
63% ages 55+
Average Masters TV viewer
is 56.4 years of age
63%
27%

10. The MastersWhy should Google sponsor The Masters?
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TV demographics | View Reports: The Masters
35%
63%
2013 Masters HH Rating
2012 Masters HH Rating
2013 US Open HH Rating
2012 US Open HH Rating
10.0
8.1
6.1
6.6
37.4 million
The Masters House Hold Rating Compare to US Open
2013 viewers

11. The MastersWhy should Google sponsor The Masters?
About Sponsors Demographics Activation Proposal Final Proposal
LED Billboards
Promoting Google products
Use LED boards to promote Google products and services on site at
The Masters for attendees
Media Coverage
Google TV and national newspapers
Special behind the scenes coverage on Google TV and composite logo
in sports sections of national newspapers during the week leading up to,
week of, and final celebration after the tournament
WAZE
Real time traffic reports
Giving up-to-date travel time to the course based on traffic overall will
help fans with directions, traffic information, and parking areas
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Activation Advertising

12. The MastersWhy should Google sponsor The Masters?
About Sponsors Demographics Activation Proposal Final Proposal
Youtube
Create YouTube channel for The Masters
Host videos of the players (interviews, highlights), Video of the Augusta
golf course and club
Facebook & Twitter
Win a trip to The Masters 2015
Social media challenge to get the most “likes”, “shares”, retweets, and
favorites using Google accessories
Google +
Masters Google + page
Create a Google+ page and hangout for the event. Invite people to our
“Friends of the Masters Circle.” Link videos, interviews, media coverage
to the page
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Activation Social Media
Gmail
Promoting Google products
Special Masters gmail template and all Masters employees use gmail as
email platform

13. The MastersWhy should Google sponsor The Masters?
About Sponsors Demographics Activation Proposal Final Proposal
The Masters app
Promoting Google products
Integrating Google Maps and Waze into The Master's smartphone app. Promote fans to
use Google Waze when traveling to the tournament. Promoted this in the Spectator
Information section of The Masters website and when the tickets are sent to attendees.
Using Google
Masters themes
The week of The Masters the Google homepage will incorporate golf and The Masters—
special hole names and golf related theme
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Activation Google Products & Applications

14. The MastersWhy should Google sponsor The Masters?
About Sponsors Demographics Activation Proposal Final Proposal
Activation onsite
Onsite Activation
Augusta National
• Promotional discount on Google products will be given to fans who stop by the
Google tent and test Google’s products
• Provide tablets for fans to engage in social media
• Attendees can post/share comment and post pictures throughout Augusta
• Incorporate the names of each of the holes with the Google logo in correspondence
with the tents at the designated hole.
• Set up a miniature putt putt course that emulates the greens at Augusta
• Have TV’s by each hole showing a PGA player sinking a putt at that particular hole –
giving fans tips and tricks to reading the greens
• Fans walk away with a sleeve of golf balls with the Google Masters composite logo
after they complete the course
• Collect data about by having fans them fill out a card with their name, address, email,
and age that is themed to look like a scorecard for on the green
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15. The MastersWhy should Google sponsor The Masters?
About Sponsors Demographics Activation Proposal Final Proposal
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Activation Cause Related Marketing
First Tee is a World
Golf Foundation
initiative & teaches
valuable life skills
to youth around the
globe 
Junior golfers 
compete to play in
championship the
Sunday before The
Masters broadcasted
on the Golf Channel
Google will donate
percentage of
product sales from
The Masters to the
First Tee PGA
Charity 
The PGA TOUR
family supports
junior golf
programs
nationally &
internationally 
Players from the
Drive Chip & Putt
Championship will
be at the Google
tent giving tips to
golfers 
Google will donate
% of product sales
from The Masters
to the 2015 Drive
Chip & Putt
Championship 

16. Tangible Benefits: US42.3+ Million Television Viewers
30-40,000 Fans At Each Hole
$ Value Per Fan
CBS Broadcasting .05x42.3 mil.
Exclusive behind the scenes footage and interviews for You Tube .03x42.3 milx.10
(based off percentage of fans surveyed who would also use tube)
Spectator info exclusively for fans commuting to The Masters using WAZE .01x35,000x.30
(based off percentage of fans surveyed who would you WAZE to commute to The Masters)
Exclusive on site rights for Google product activation .25x35,000
Exclusive content for Google TV’s on site .05x35,000
Miniature putt-putt course specifically designed for Google promotional area 2.00x35,000
Total Tangible Value: 2,322,505
The Masters
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Proposal: Tangible benefits
Why should Google sponsor The Masters?
The Masters
TV Onsite Online Products
⏏

17. Intangible Benefits
365 Days of Activation
Composite Logo of Google and The Masters
Data collection at Google table as well as access to our fan data base
Golfers at the Google tent and putt-putt area for lessons
Rights to use The Masters name and logo for activation:
• Facebook and Twitter Sweepstakes
• Google plus page w/ exclusive content
• Gmail: The Masters Template
• Daily google logo with golf and The Masters theme
• Golf ball give away with logo inclusion
Data collection at Google table as well as access to our fan data base
Partnered activation for PGA Charity
The Masters
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Proposal: Intangible Benefits
Why should Google sponsor The Masters?

18. Cost to Google
$4,000,000
The Masters
About Sponsors Demographics Activation Proposal Final Proposal
Proposal Price
Why should Google sponsor The Masters?
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19. Google’s Concerns
$4,000,000 is too much for the tangible intangible benefits
you are offering.
We would be much more interested in a deal if you could provide the following:
• Protection from ambush marketing during commercial breaks. We would need to be
the exclusive partner.
• Contract with right of first refusal for next year.
• 40 tickets and with access to a hospitality area.
Provided the above is met we would be willing to pay the $4,000, 000 and additional
activation costs including any commercials we would show during The Masters on CBS.
The Masters
About Sponsors Demographics Activation Proposal Final Proposal
Proposal: Google Concerns
Why should Google sponsor The Masters?
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20. Final Agreed Upon Offer
After having had some time to consider what you are asking:
We can make the additions you’ve requested for the initial asking price of 4,000,000. We
look forward to our partnership moving forward.
Proposal Accepted!
The Masters
About Sponsors Demographics Activation Proposal Final Proposal
Final Proposal
Why should Google sponsor The Masters?
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