Family Circle Cup Sponsors Become Part of the Action

Sponsorships and marketing deals are nothing new to the world of sports.  Tobacco companies were major sponsors of baseball back as far as the early 1900’s, and who can forget all the Miller Lite ads in the 1980’s and 90’s that featured ex-jocks promoting sports and beer.

But sometime in the 1990’s sponsors started being called partners as they wanted more say how their marketing dollars were utilized.  Companies wanted more than a name on a scoreboard or sign, they wanted to be identified with the event and venue.  For years sponsorship spending rose by more than 10% a year, says IEG, a Chicago trade publication that follows the sponsorship and naming rights industry.  That all came to a screeching halt in 2009 when spending on sports sponsors hips shrank by $100 million.  Some may blame a weak economy and some attribute it to the changing landscape of sports and all the scandals that started making the front page of newspapers and not just the sports pages.

The Family Circle Cup and it’s rich history is known throughout the world.  This event is lucky to have a stable title sponsor that has been with this great event for almost 40 years.  That is almost unheard of in sports in any era.

Events like the Family Circle Cup need more than a title sponsor to be successful, and they have them.  From Dove, and the City of Charleston to SunTrust, Mohawk and Island House; national and local sponsors are needed for a major tennis event like this.

Who appreciates the sponsors?  Players, fans and tournament officials all have the sponsors to thank.

Companies still receive the usual signage

How is this done in Charleston?

At the Family Circle Cup, sponsors roll out the red carpet for both the players and fans, literally.  Fans entering the Family Circle Cup Tennis Center pass over a plush red carpet with the name Mohawk emblazoned across it.  Genius.  

The red carpets are also visible on center court as the players chairs are placed on top of the Mohawk red carpets.  Great idea!

Speaking of the chairs where the players sit on changeovers, they aren’t chairs at all.  They are plush wicker sofas, something like you will find in your sunroom.  All provided by Island House.  Great exposure and very visible to the fans in the stadium and those watching on ESPN 2.  

Speaking of ESPN 2, the television coverage featuring Cliff Drysdale and Pam Shriver is basically a 2-hour commerical for Charleston and Daniel Island as they wax poetic about the great restaurants, endless shopping and historic sites you can tour.

I’m not event mentioning the presenting sponsor, Dove who is handing out free samples of their products onsite and Dell, who has a huge tent showcasing their computers, tablets, and new technology that is coming in 2011.  

As a nice touch for the local sponsors, the tournament invites them to toss the coin and pose with players before Stadium Court matches and in between matches a local chiropractor led the crowd in exercises to stay fit and pain-free while watching tennis in the South Carolina sun.

Call them what you want, but sponsorships still rule the world of sports.  The Family Circle Cup, being the fan-friendly and special event it is handles sponsorships, err partnerships better than most.  They are unique and blend in with the flavor of the tournament, they don’t stick out like a sore thumb; you remember them and you want to use their products.  A win-win situation for all involved.

 The plush Island House changeover sofas

I've never seen such comfortable chairs for the linespeople

A local doctor tosses the coin before the Melanie Oudin match

Where in the World, and I Mean World, is the LPGA Tour?

I think the broadcaster Harry Doyle said it best in the movie Major League when he announced, "In case you haven't noticed, and judging by the attendance you haven't."  This could be said of this year's LPGA Tour. 

A tour of young and talented female golfers might largely be ignored this year and there is plenty of blame to go around.

With only 13 events on American soil this year and one of the not even offering prize money, LPGA players like Paula Creamer, Michelle Wie, Brittany Lincicome and Morgan Pressel better get their passports and visas ready because they are going to racking up some serious frequent flyer miles if they want to play as many tournaments as possible in 2011.

What once was a tour of 30+ events criss-crossing America now takes the players to such places as Singapore, Rio de Janeiro, Guangzhou China and Kuala Lumpur.  In fact, while the men's tour tees off in Hawaii each January, the LPGA tees off this week in Chonburi, Thailand with a 12-hour time difference for fans here in the States.

What has happened to the LPGA?  Tour organizers on the record say they dont want to look back, only ahead.  Ok, so let's try and look ahead and see what can be done to "fix" the LPGA Tour and allow golf fans and sports fans in general to see how ell these ladies can play.

The LPGA has become boring.  This is what I hear many fans say.  The players have become too robotic and there aren't enough personalities to promote what is goo about the sport.  We need more Christina Kim's.

Who are these players?  Last year, it took until the end of May before a player with a name Americans could pronounce won an event.  The Korean and Japanese players are great and very talented, but for the LPGA to come back we need a huge American star.

Sponsors.  The reason many of the American events evaporated is lack of sponsors.  The downturn in the economy hurt every sport, but it hit the LPGA extremely hard.  Once you lose these sponsors, it's almost impossible to get them back, so Commissioner Mike Whan is going to have to get out there and sell his tour to potential new sponsors.  That's easier said than done with a limited schedule and hoards of international players now dominating the Americans.

TV.  Most LPGA events are on television, but nobody knows which network, what time and how long the coverage is going to last.  Make sure golf fans know when the television coverage will be on, and don't put it up against a PGA event featuring Tiger Woods and Phil Mickelson.  Carve out your own time slot and stick to it.

Let her play.  Last in 2010, one of the bright young stars of women's golf, Alexis Thompson was told she couldn't play more than a handful of events in 2011 because she is too young.  I don't care of a 2-year old can hit a drive 275 yards, if they are good enough to compete, and Alexis is, let her play now and as much as she wants.

Market your attractive players.  I have to say, the LPGA has tried to do this.  When you turn into first and second round coverage, you will likely see Natalie Gulbis, Paula Creamer, Michelle Wie and Christie Kerr.  They are some of the more attractive players on the tour and we see a lot of them.  Almost too much, we see them all the time and we get a little sick of them after a while.  Mix it up and let us see some of the the other up and coming players once in a while.

Promote, promote, promote.  The LPGA needs to put it's players out there so the public can get to know them.  I don't know what it's going to take, Natalie Gulbis did a stint on The Apprentice, but more needs to be done.  A reality show, more meet and greets, maybe a fantasy camp where you can go and play with these girls. Maybe some tournaments need to be started with 50 LPGA players and 50 guys who aren't good enough for the PGA Tour.  A "Battle of the Sexes series of events in the off season.  I'm just throwing ideas out there.

There is a lot to chew on here, but looking at the downward spiral the LPGA is on, there is a lot to fix.  This tour has been around for almost 60 years, if they want to make another 60 they need to make adjustments.  I'd like to hear your comments.  E-mail:  rclimpert@yahoo.com