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Golf Australia Express : Issue 37
THELINKBETWEEN cars and golf is a natural one. No one speaks of an easy tram-ride with clubs and buggy, and walking should ideally be saved for the course. In fact, it is difficult to play a game of golf without a car. So people who play golf tend to own a car—a fact automobile manufacturers clicked onto long ago. Cars are an object of desire. The Ad Men understand that as well. Most people who drive see themselves surrounded by a mobile market of possibility and in such a way, cars become a ‘thing’ that we buy when we Make It Big. For mere mortals, a car can be a status symbol. But for manufacturers it seems a tournament is all the rage. Mercedes got The Open? Don’t worry, we’ve got The Championship. And we’re a major sponsor. Don’t gloat. Over the past three decades, car manufacturers have found fertile advertising ground on the professional circuit. On the surface there’s a handy grab—a quick link to show why this is a target market and why THERE’S MORE TO GOLF SPONSORSHIP THAN MARKETING ALONE CAN EXPLAIN, WRITES WILL HONE. GETTING REVVED UP with Will Hone IN HONING golf is such a lucrative avenue for the big auto dollar. It’s big because it’s good and it’s good because...well, people have to drive to their games. They’re thinking about cars. And stuff. But really, we can all see the truth. It’s just another case of ‘my driver’s bigger than yours’. Tens of thousands of cars are sold each year to people who want to go one better than their friend or neighbour. It is a fitting irony that the manufacturers themselves play the same game for significantly higher numbers. Hyundai got the Champions and Holden got the Scramble. Guess which marketing department is looking for an opening on the PGA circuit? It is easy to be cynical and see corporate bastardry in every badge on screen, but that badge does cost a lot of money. And in one way or another, that money flows into the game we play, watch and love. The relationship between golf and cars has been both long standing and deep. Elite cars and top competition bonded long agoanditseemstobea relationship that works well for all concerned. The professional players clean up the sponsorship dollar and Big Auto—well, they get to boast about who’s got the biggest competition. OTG But really, we can all see the truth. It’s just another case of ‘my driver’s bigger than yours’. TELL US YOUR THOUGHTS