The sponsorship of key players, such as Watson, Westwood etc is a huge opportunity for businesses to target customers. Consider the amount of air time they receive by being a contender for the Championship. Hours and hours of prime coverage and that is much more cost effective that buying media space. Also viewers don’t feel that they are being sold to, it is more subtle. The competition at the moment is to count the number of sponsors that each player has. Any advance on 7 on a shirt?
There is an opportunity to develop specific relationships with the younger players such as Rory McIlroy. He could help to reach a much younger audience who are really difficult to access. Golf is certainly moving with the times. Check out the use of social media such as Facebook and Twitter by the Open Championship and also by the individual players.