So what. I can’t imagine anyone buying a set of tires based on whether it’s a sponsor of the PGA Tour. And seeing a bunch of golf related tire advertising isn’t going to change that.
When I need a new set of tires, I go to the local Tire Megamart and pick out a set with the best price/guarantee ratio. I don’t worry about image or glamour or style. But Bridgestone apparently is convinced it’s going to do some good, for it has plans to “leverage its new affiliation with the PGA Tour through an integrated, multi-media marketing campaign based on the theme ‘Improve Your Drive.’”
In my mind, golf sponsorships work best when they are associated with lifestyle oriented products. Watches, apparel, real estate, vacations, investments—all good. Tires, motor oil, gasoline, screws and nails—bad.
Now, the one thing that Bridgestone has got going is that it also sells golf stuff. So maybe they’re hoping that the tire association will have some spillover into their golf products. But if that’s the case, why not just spend that money promoting the balls and clubs.
I just don’t understand the mind of the marketing major.