Business Case Studies & Business Publications

Navigating a Sea of Golf Sponsorships

Murray, Meghan, Ok...

Case

Navigating a Sea of Golf Sponsorships

Murray, Meghan; Okun, Kelly

BC-0310 | Published September 20, 2024 | 11 pages Case

Collection: Darden School of Business

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Learning Objectives

In this professional golf case study, the protagonist is considering sponsorship opportunities from companies interested in supporting her Ladies' Professional Golf Association (LPGA) career. It includes details about the changing face of golf—specifically the growth of the sport since 2020 and how it has attracted younger and more diverse participants and fans. The protagonist weighs sponsorship offers from three organizations, and students are asked to consider contextual clues, market forces, and the practicalities of managing a (personal) brand. The setting is the fun WM Phoenix Open, known in recent years for debauchery that flies in the face of traditional golf tournaments. This case is appropriate for full-time, part-time, or executive MBA format and can be taught in approximately 85 minutes, either virtually or in person. The protagonist is a fictional character, but the circumstances are real, based on interviews with an LPGA professional, case research, and public sources. The teaching note includes several scenarios for exercises, including optional pre-work for students.

- Develop an awareness of the professional golf industry and compare it to other industries. - Perform a student exercise to enhance learning. - Discuss communication strategies through the lens of the sponsorship companies and the protagonist.