Article

Discover Boating’s third consecutive year partnering with NBC Sports at the 2025 American Century Championship (ACC) marked a standout moment for the brand—transforming a traditional sponsorship into a dynamic, immersive brand experience that delivered real impact.

Held July 9–13 along the shores of Lake Tahoe, this nationally televised celebrity golf tournament attracted tens of thousands of onsite fans and reached millions of viewers across NBC and the Golf Channel. More importantly, it provided a prime vehicle for Discover Boating to strategically connect with a like-minded audience and spark interest in life on the water.

As a result of its integrated approach, Discover Boating’s originally scheduled 12 national TV spots, featuring a new “See You Out Here” video, expanded to 42 airings—significantly amplifying the brand’s reach and impact through added media value.

From Sponsorship to Full-Scale Brand Platform

What began as a sponsorship evolved into a powerful showcase of the boating lifestyle through a cross-platform engagement strategy, which extended Discover Boating’s footprint to include:

• National TV advertising during live tournament coverage
• Immersive experiences simulating on-water adventures through virtual reality
• Onsite fan engagement featuring brand ambassadors, branded gear, and a giveaway
• High visibility branding from the Discover Boating Boat Cam, on course and hole signage, and premium TV camera placements to branded basketballs at the iconic 17th hole and Discover Boating-branded caddie bibs
• Real-time social content creation and sharing
• Celebrity brand ambassador engagement with Gary Sheffield, former MLB legend and avid boater/angler, as well as sideline reporter, Lauren Screeden

Together, these elements created a memorable and emotionally resonant brand experience that introduced boating as a desirable lifestyle within reach—especially for golf enthusiasts whose passion for the outdoors, recreation, and scenic escapes naturally aligns with life on the water.

Real Results: Signals of Interest and Engagement

Backed by strong creative and platform integration, the activation helped drive measurable results and momentum – signaling curiosity, brand recall, and consumer intent, proving that when Discover Boating shows up in the right places, people want to know more.

• Direct traffic soared with a 203% increase compared to the previous weekend, and up 107% year-over-year
• Social media audience grew 60% from last year
• Influencer content captured attention with more than 3x impressions and 4x engagements than last year
• New prospects/subscribers through onsite giveaway climbed to 479 compared to 97 from 2024
• Face-to-face interaction occurred with over 1,500 attendees who visited Discover Boating booths

The Takeaway

This activation underscores the power of strategic partnerships in reaching the next generation and broadening boating’s cultural relevance. By aligning with golf—an adjacent outdoor recreation lifestyle—Discover Boating tapped into a national stage where boat ownership felt like a natural extension of the audience’s interests.

But this effort went far beyond brand visibility. Discover Boating thoughtfully leveraged in-person touchpoints to spark genuine enthusiasm for the boating lifestyle, forging meaningful connections with fans and celebrities alike in an authentic way. From Discover Boating staff networking with attendees to high-profile brand advocates like Sheffield and Screeden mingling with tournament participants to on-site ambassadors engaging with future boat buyers – every moment reinforced the brand and its mission to grow recreational boating.