Discover Boating marketing efforts were in full swing at the 2023 American Century Championship (ACC), the premier celebrity golf event, which drew record crowds of more than 75,000 fans to Edgewood Tahoe Golf Course July 12-16. Discover Boating partnered with ACC and NBC Sports to tap into a new, engaged audience and reach the next generation of boaters. Averaging 1.4 million viewers, NBC Sports’ coverage of the tournament resulted in the event’s most-watched final round in nearly 20 years.
Discover Boating made a splash both on the water and on the course with a combination of strategic branding and advertising, engaging activities, giveaways, signage, media relations and a brand ambassador partnership.
Throughout the week, Discover Boating’s “See You Out Here” campaign spots aired on the Golf Channel during live coverage and throughout its scheduled programming, as well as on NBC during live coverage of the Championship.
Through its sponsorship of the signature waterfront off the iconic 17th hole, Discover Boating provided “from the helm” footage of the best and brightest stars competing on the course. Discover Boating branded footballs and basketballs took the spotlight at the action-packed 17th hole as celebrity athletes used them to shoot hoops, sign autographs, and interact with crowds of fans and boaters who were taking in the scenes from the water.
The excitement continued with Discover Boating’s brand ambassador, Roger Steele, who captured engaging social media content and was inside the ropes wearing Discover Boating branded apparel and golf materials as a caddy for football legend Larry Fitzgerald. Steele, an avid golfer and influential content creator, interviewed top athletes, including Charles Barkley, Reggie Bush and Vince Carter about their passion for boating, engaged with boaters, and held a ticket giveaway for his 81,000 Instagram followers in partnership with Discover Boating.
With exclusive behind-the-scenes access, engaging interactions with celebrities, and the fusion of two of America’s favorite pastimes, Discover Boating created an unforgettable experience for golf and boating enthusiasts alike. The brand’s presence was felt throughout the event and Discover Boating fans were able to follow all the action in real-time through Instagram.
For more information about Discover Boating’s partnership with American Century Championship, contact NMMA’s Kevin Williams at [email protected].