Business of the Golf Majors 2024 – Property Profile, Sponsorship and Media Landscape

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Golf Majors 2024 Report Overview

Golf is one of the most popular sports in the world and is enjoyed equally at both professional and personal levels. Many amateurs play regularly throughout the year making the sports popular at a recreational level. At a professional level, golf involves a huge amount of money. This, in turn, has made the elite players some of the most well-paid global athletes. The PGA Championship has the largest sponsorship inventory of ‘The Majors’ while ‘The Masters’ boasts the largest social media fanbase.

The Golf Majors 2024 research report provides an analysis of the current business landscape of the biggest golf tournaments, i.e., The Masters, U.S. PGA Championship, U.S. Open, and The Open. The report has evaluated the golf tournaments from social media, sponsorship rights, and media perspectives. It also gives a thorough understanding of the commercial setups of The Majors individually.

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Key Golf Majors ·       The Masters

·       U.S. PGA Championship

·       U.S. Open

·       The Open

Key Sponsors ·       AT&T

·       IBM

·       Michelob Ultra

·       American Express

·       Sentry

·       Rolex

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Business of Golf Majors 2024 – Key Broadcasters

The Masters: The Masters broadcast rights in the US home market are shared between CBS and ESPN. A few of the other broadcasting networks for The Masters tournament include Fox Sports, Nine Network, Canal Plus, and Caracol, among others.

U.S. PGA Championship: In 2018, ESPN and CBS acquired the latest broadcasting rights in the US for this championship as well. Viaplay, Sky Sports, Ziggo Sport, and DAZN are a few of the other networks that broadcast the U.S. PGA Championship.

US Open: NBC is the current main broadcaster of the home market rights to the U.S. Open. with a seven-year deal. Other major broadcasting deals signed with The Majors include Viaplay, Sky Sports, Ziggo Sport, and DAZN.

The Open: NBC boasts its second major broadcasting rights with the Open in the US. The network has held the rights since 2016, when it first took over from ESPN. U-Next, Eclat Entertainment, and A1 are a few of the other broadcasting networks with The Open media rights.

Golf Majors Analysis by Broadcasters, 2024

Golf Majors Analysis by Broadcasters, 2024

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Business of Golf Majors 2024 – Sponsorship

The Masters: American telecommunications brand AT&T is the longest-serving sponsor of the tournament as well as the one generating the highest sponsorship value. IBM also generates sponsorship value that is the same as AT&T. With a limited sponsorship portfolio, only two industries are represented by multiple active deals in 2024. These pertain to the technology, media, and telecommunication (TMT) industry as well as the travel & tourism sector.

U.S. PGA Championship: The PGA Championship has 20 active partnerships in 2024, making it the most prominently sponsored major this year. Michelob Ultra generates the highest sponsorship revenue. Sponsors are looking to align their interest in the championships over multiple editions. Of these deals, the majority have been announced as ‘multi-year’ as brands understand the power of embedding the partnerships. Additionally, the beverages industry is the most prominent supporter of the U.S. PGA Championships in 2024.

US Open: The tournament has seven active deals, among which its partnership with American Express is the most financially rewarding in 2024. The brand’s association with the U.S. Open championship is the joint-longest serving active partner this year. The brand is also one of the only two partners that boast naming rights to a golf tournament on the PGA Tour this year, alongside the Sentry. Moreover, the financial services sector is the most prominently affiliated sector with the U.S. Open and its sponsorship inventory.

The Open: For the 2024 season, The Open boasts of around 15 sponsorship partners among whom Rolex is the largest and longest-serving partner. Brands are keen to align with the Open to take advantage of the historical importance and unique position of the tournament as the only non-American-based golf major. There is a diverse range of industries involved in the sponsorship portfolio of The Open with the clothing & accessories industry being the most prominent.

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The report provides:

  • Key developments in the biggest golf tournaments for the 2024 season.
  • Key insight into the main commercial landscape of golf’s biggest events, offering a comparative analysis to show the main differences between the four events.
  • Some industry-leading insight and analysis on one of the oldest sports globally.
  • Emphasis on the main sponsorship rights linked to each tournament and the biggest media rights deals.

Key Highlights

The report includes an overview of the media landscape both from a domestic and global perspective for each major. It also goes into detail about the sponsorship inventory of each major, offering year-on-year context. Extra information pertains to additional income from ticket sales, the state of the prize money, and the social media standings of these lucrative events.

Reasons to Buy

Golf is a popular and global sport with huge commercial appeal. The landscape has been complicated since the arrival and eventual merger of the PGA Tour and LIV Golf but this report offers some understanding of the biggest golf competitions.

Table of Contents

  • 1. Overview

    • 1.1. Executive Summary
    • 1.2. Report Overview

  • 2. Media Landscape

    • 2.1. Media Landscape Overview
    • 2.2. The Masters 2024 Home Market and International Market Broadcast Overview
    • 2.3. The U.S. PGA Championship 2024 Home Market and International Market Broadcast Overview
    • 2.4. The U.S. Open 2024 Home Market and International Market Broadcast Overview
    • 2.5. The Open 2024 Home Market and International Market Broadcast Overview

  • 3. Golf Major Sponsorship Landscape

    • 3.1. The Masters
    • 3.2. – Overview – Annual Deal Values – Partnership Lengths – Industry Breakdown – Brand Location Breakdown
    • 3.3. U.S. PGA Championship
    • 3.4. – Overview – Annual Deal Values – Partnership Lengths – Industry Breakdown – Brand Location Breakdown
    • 3.5. The U.S. Open
    • 3.6. – Overview – Annual Deal Values – Partnership Lengths – Industry Breakdown – Brand Location Breakdown
    • 3.7. The Open
    • 3.8. – Overview – Annual Deal Values – Partnership Lengths – Industry Breakdown – Brand Location Breakdown

  • 4. Golf Major Comparison

    • 4.1. Annual Deal Values
    • 4.2. Comparative Sponsorship Spend
    • 4.3. Total Industry Breakdown
    • 4.4. Brands with Multiple Deals

  • 5. Additional Revenue & Online Following

    • 5.1. Ticket Revenue
    • 5.2. Prize Money
    • 5.3. Major Comparison – Social Media
    • 5.4. Golf Comparison – Social Media

  • 6. Appendix


Individual Competition Global Media Rights Broadcasters

Competition Sponsorship Annual Deal Values

Partnership Lengths

Sponsorship Industry Breakdown

Sponsorship Brand Location Breakdown

Overall Deal Volume

Overall Annual Sponsorship Income

Overall Industry Breakdown

Brands with Multiple Deals

Ticket Revenue

Prize Money

Social Media Standings

Frequently asked questions

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