Watch Adam Scott Sponsor Searches Spike During The Masters
As he made his historic run through The Masters, Adam Scott not surprisingly stirred up a lot of traffic for not only himself, but his sponsors too. The graph below shows how Google searches coming to SponsorPitch spiked using the keyword "Adam Scott sponsors" as the weekend progressed going from virtually nil when the tournament started and steadily increasing throughout the weekend to more than 10 per minute yesterday afternoon as Scott sank a 10-foot birdie putt on the second playoff hole to win golf's biggest prize.
Perhaps no sponsor benefited more than Japanese retailing giant, UNIQLO, which only last week signed Australia's first Masters champion to an endorsement deal, the company's first in the sport of golf.
"I am [also] very happy to have won so soon after I began my partnership with UNIQLO," Scott said. "Their clothes, in particular their polo shirt, helped me to look comfortable and at ease on the course."
Given the Masters' expanding international presence, an Australian golfer with a brand new Japanese sponsor winning North America's biggest tournament is a great storyline for this year's tourney and Adam Scott's sponsors: UNIQLO, Rolex, Mercedes-Benz and Titleist.
"I am thrilled for Adam, with his victory in this prestigious tournament," Tadashi Yanai, Fast Retailing Chairman (UNIQLO), President & CEO, said. "Beyond his outstanding athletic ability, personally Adam is a true gentleman. We are excited to support his progress, and proud to have him represent us as our Global Brand Ambassador."
Though the obligatory congratulatory messages will come across the wires today, the linear nature of sponsor searches during the course of multi-day sporting events like the Masters, correlating closely to the success of their endorsees, would suggest that brands need to be pro-actively participating in the online conversation during, not just after, the event.