This is a presentation I gave to DePaul University Sports Management class about the powerful Masters' Brand and what makes it so powerful.

1. Brand Master
“A Tradition Unlike Any Other”

2. Successful brand
characteristics
1. Stakeholder power
2. Integration
3. Economic value
4. Premium price
5. Passion
6. Loyalty & respect
7. Consistency
8. Recognition

3. Masters By The Numbers
• Sandwiches
• $1.50-3
• Beer
• $3-4
• Ticket price
• $1K/Day; $5K/Wk resell
• Badge $325; SB $8-1900
• Merchandise -- $250 avg.

4. Masters By The Numbers
• Purse
• $10M
• $2M Champion
• Hospitality
• Berkman’s Place
• 100K sq ft
• $7.5K entry
• Revenue/Profit
• $115M/35M

5. Masters by Tradition
• Green Jacket
• Magnolia Lane
• Amen Corner
• Par 3 Contest
• Butler Cabin

6. Stakeholder power
• Exclusive membership
• 300; 3 Women in 2012
• Condoleezza Rice, Darla Moore, Ginni
Rometty
• Minorities in 1990
• Eisenhower only POTUS
• Invitation only
• Rich Harvest Farms
• Selective sponsors
• Legacy media partner

7. Selective sponsors
• US
• IBM, AT&T, Mercedes Benz
• Global
• UPS & Rolex

8. Sponsorship
• TV Time
• 4-min ads/hour
• No on-course signage; just guides & food
• Invest $6-8 million annually
• “Share” CBS production costs
• $25M global rights

9. Integration
• CBS & ESPN share telecast
• Masters digital & streaming )
• IBM pays to support
• First public, live VR experience
• 13.5M unique digital devices ’15
• Double annually
• Game development
• Drive, Putt & Chip juniors
• Asian & Latin America Amateur
• “Tradition Unlike Any Other”
• Flag Hole US Map

10. Take A Break
• Deep breaths
• Stretch
• Neck
• Jaw
• Mind

11. Economic value
• Economic engine
• $115m tor Augusta businesses
• 250K visitors during week
• Hotelier
• “Makes their year.”
• $300 Aiken, SC week
• $79 following Monday
• House rentals
• $50,000 for week?
• IMG to Plumbing Co to Defense contractors

12. Premium price
• 1/4 majors
• Granddaddy
• The Force
• $115 revenue/35M profits
• TV rights potential
• US Open like -- $100m annual
• Merchandise
• $250 avg. /$48M Wk Total
• Ticket sales
• $35M

13. Passion
• 100 players invitation only
• Patrons
• Practice rounds – 150K
• Rounds – 40K
• Merchandise
• TV audience
• Embrace & foster traditions
• Par 3
• Hole affinity
• Tea Olive, Firethorn, Holly, etc.

14. Loyalty & respect
• Educated golf fans
• Records
• Know champions
• “No running”
• “Chair sanctity”
• “Back nine Sunday”
• Tournament begins…

15. Consistency
• Billy Payne Brandmaster
• Power > Goodell
• Ran ‘96 Atlanta & Centennial Olympics
• How dress, play & practice
• “Bikini wax” & “Mob scene”
• First full week in April
• Invitation only
• Crowd roars through pines
• “Hello Friends” Nantz & CBS
• Green Jacket

16. Recognition
• Most recognized sports events
• 14M Sunday CBS viewers
• 3.2M Thursday ESPN
• Live telecast grows
• +620% in 50 yrs.
• GD #1 course
• First Tee Augusta $200K

17. Successful brand
characteristics
• Stakeholder power
• Integration
• Economic value
• Premium price
• Passion
• Loyalty & respect
• Consistency
• Recognition
• Story

18. Success Drivers

19. Take A Break
• Deep breaths
• Stretch
• Neck
• Jaw
• Mind

20. Questions
• Spieth
• Willet
• Bald guy not me

21. Sources
• Golf Digest – Special Report – Making The Big Bucks;
Spending the Big Bucks
• Fortune – IBM Boosts Fan Experience
• Wallet Hub Masters by The Numbers
• Landor – Agile Brand Study
• Reuters – Masters Of Minimal Sponsorship
• B. Si Kiran – Successful Strong Brands
• Dave Barrett – Making The Masters

22. Brand Master
“A Tradition Unlike Any Other”