‘Beef’ TV Spot Fetes PGA Tour-Arby’s, Spieth Stars in Superstore Dad Campaign
Thursday, June 1, 2017 at 11:31PM
NYSportsJournalism.com in Arby's, Beef Johnston, Golf, Jordan Spieth, PGA Tour, SuperStore, sports marketing

By Barry Janoff

June 1, 2017: In anticipation of the U.S. Open Golf Championship, set to tee off June 15-18 in Erin Hills, WI., the PGA Tour has unveiled a marketing campaign with pro golfer Andrew “Beef” Johnston to support a new deal naming Arby’s as the "official restaurant of the PGA Tour."

In a separate campaign, PGA Tour and has launched a multi-media effort for the PGA Tour Superstore that is a tribute from some of the world’s top golfer’s to their dads, leading up to Father’s Day on June 18.

In addition, the PGA Tour has signed automaker Alfa Romeo as the third global partner for the Presidents Cup, joining Citi and Rolex.

The deal with Arby’s was shared via a spot that broke on YouTube, "Arby’s: The Official Restaurant of the PGA Tour," starring pro golfer “Beef” Johnston, who has been a spokesman for the QSR since 2016.

The 30-second spot takes place on a golf course with golfers being challenged by a difficult course. As they struggle with their shots, text offers, "Arby’s: The official restaurant of unsanctioned mulligans . . . the official restaurant of long gimmes . . . the official restaurant of shenanigans . . . the official restaurant of Beef."

Arby’s baritone voiceover then offers, "Arby’s, the official restaurant of the PGA Tour."

Each section also has its own 15-second version, all ending with "Arby’s, the official restaurant of the PGA Tour."

Financial terms of the multi-year deal, the first in the category for the PGA Tour, were not revealed.

Arby’s will use Johnston in various elements of its golf campaign, also including Internet, social media and on-site activation.

Other official PGA Tour partners include Ace, Aflac, Astrellas, Avia, BHSports, Bridgestone, CareeerBuilder, CDW, Charles Schwab, Citi, Coca-Cola, FedEx, Grey Goose, John Deere, Konica Minolta, MasterCard, MetLife, Michelob Ultra, Mitsubishi Electric, Morgan Stanley, NetJets, O’Doul’s, Quicken Loans, Rolex, Tiffany, Travelers and United Airlines.

The PGA Tour Superstore campaign features such top golfers as Jordan Spieth, Sergio Garcia, Jason Day, Rickie Fowler, Justin Rose and Bubba Watson.

The "Memories With Dad" effort includes national TV to air on Golf Channel and in select markets nationwide where PGA Tour Superstores are located.

The effort also includes Internet and social media.

Between now and Father’s Day, creative will break in which the golfers share favorite memories of their own fathers, and for some, their best moments as dads themselves.

Spots with Spieth (pictured above) and Garcia (pictured below) were the first to launch.

"This campaign not only helps people find the best golf gifts for Father's Day, it also portrays the human side of our game's best players,” Dick Sullivan, PGA Tour president and CEO, said in a statement. “It's inspiring and sentimental and you get to see a side of Sergio, Jordan and others you don't often get to see.

"Fans want to be connected and engaged with their favorite athletes. Father's Day is all about the connection between fathers and their kids, and most golfers, including the world's best that we have assembled, learned the sport from their dad,” said Sullivan.

The PGA Tour alliance with Italian premium automotive brand Alfa Romeo "will be prominently represented" when the biennial competition is played the week of Sept. 26-Oct. 1 in Liberty National Golf Club, Jersey City, NJ.

The partnership will showcase Alfa Romeo’s series of new model launches, including the Alfa Romeo Stelvio, (which will mark its arrival in the U.S. this year) and the Alfa Romeo Giulia, as well as the Alfa Romeo 4C Coupe and 4C Spider.

As a global partner, Alfa Romeo will gain exposure through PGA Tour media and marketing assets, including advertising and in-program enhancements on Golf Channel and NBC during television coverage of the Presidents Cup; onsite branding and hospitality; and extensive exposure on Tour-related media, including PGATour.com and PresidentsCup.com.

Alfa Romeo will also have brand exposure at the Presidents Cup Fan Experience, located in the Oculus in New York, according to the PGA Tour.

"We are very excited to welcome such an iconic global brand as a new global partner of the Presidents Cup," Charlie Zink, chairman for the Presidents Cup, said a statement.

"Alfa Romeo’s reputation for excellence, innovation and its distinguished history in auto racing make it an ideal fit for a premier international team event featuring the best golfers in the world."

Back to Home Page

Article originally appeared on NYSportsJournalism.com (http://www.nysportsjournalism.com/).
See website for complete article licensing information.