Tiger Woods vs Phil Mickelson: Turner Sports Tees Up a Premium Event

Alli Romano amp160When I think of payperview sports I think of boxing pro wrestling or mixed martial arts not golf amp160What was the inspiration for this event and why do you think it will work as PPVWill Funk amp160As far as we know this is the first time that golf has ever been televised in this way When you talk about boxing and MMA youamp8217re talking about two heavyweight stars battling each other headtohead amp160When you have a dynamic like that it warrants a different kind of treatment amp160That was the idea behind this event amp160We have these two megastars that want to challenge each other oneonone and that39s akin to a heavyweight boxing match amp160Working together with WarnerMedia we have an opportunity to try a new modelRomano amp160Why did you decide to schedule the event for Black Friday amp160Isnamp8217t everyone out shoppingFunk amp160We feel that there39s a real sweet spot and opportunity here for the day after Thanksgiving amp160It is typically underserved for the sports fan and most people are not workingRomano amp160PPV events used to be exclusively cable events amp160Why did you opt to make this event available on cable satellite and streaming platformsamp160 Funk amp160Everything we do at Turner is fanfirst amp160What are we doing for the fan to make the experience better and more accessible amp160In this case we39re making it as widely available as possible and providing access for everybody so having it available on all platforms is the objectiveRomano amp160How are you promoting and marketing the event and how do Turneramp8217s assets factor into those plansamp160 Funk amp160Our marketing team has executed some portions of the campaign but you39ll see a lot more as we get closer amp160We recently hosted Phil Mickelson on an NBA on TNT telecast discussing The Match during the Lakers game and Inside the NBA postgame show amp160Both golfers have been and will continue to be very active in promotion both marketing and PR amp160Social media and Bleacher Report will play key roles amp160Bleacher Report will have content initiatives including exclusive access behindthescenes amp160HBO is doing a 247 documentary series that will air on November 13Romano amp160You have three bluechip brands Capital One ATampampT and Audi as your sponsors And your inhouse marketing shop Turner Sports Ignite is crafting highprofile activationsamp160 amp160Give us some highlights of these sponsorships and integrationsamp160 Why were these companies a good fit for the eventFunk amp160This is a premium event and the viewing experience should be optimal amp160It was important to create advertising connections not clutter so we limited opportunities to a few brands amp160And there are not traditional commercial breaks amp160Capital One has invested in the event as a title sponsor amp160We are producing custom content that features their spokespeople with a script thatamp8217s relevant to the event itself amp160It will be highly entertaining and integrated into the event coverage amp160As our official automotive sponsor Audi will have car displays on different parts of the course which will all be camera visible amp160In the case of ATampampT they are our official wireless and data services partner and will support enhancements which we39ve never done before in golf amp160For example we will feature drone coverage tracking the flight of the balls providing enhanced features to our viewers amp160There will be a 4K telecast of the event which is also sponsored by ATampampT and broadcast on DirecTVamp160 All of these brand integrations are going to be additive to make the overall viewing experience betteramp160Romano amp160How does the value of this event differ from other sports marketing opportunitiesamp160 Funk amp160Itamp8217s very different since there39s no traditional commercial inventory and a completely advanced distribution strategy amp160Branded experiences are limited and special amp160This is going to be a much different viewing experience for the traditional golf fan amp160Golf by its nature has some downtime in between shots amp160That opens up an opportunity to do really unique production enchantments like micamp8217ing the players amp160So we39ll be able to hear the backandforth between them among other bells and whistles we have in store for our viewers amp160That level of access doesnamp8217t exist in a normal televised golf matchRomano amp160What are some other innovative features you have planned for the telecastFunk amp160There will be opportunities for the players to challenge each other on different shots amp160An example of that would be Phil may challenge Tiger to see who would hit a longer drive amp160He may challenge him on par 3 who will hit it closer to the hole amp160That39s never been done before in a PGA Tour sanctioned eventRomano amp160So how does this event burnish your brands and provide lift for Turner Sports and Bleacher ReportFunk amp160The Bleacher Report platform along with BR Live is the engine behind much of the promotion and marketing as well as the activation platform for the sponsors amp160There will be lots of social content that will be pushed out via social media both before during and after the event that will be branded by Capital One ATampampT and Audi amp160It39s a huge benefit to the sponsors to increase the scale and reach that they will have the Bleacher Report platform to amplify everything they39re doing in the telecast and in and around the event amp160BR Live Turneramp8217s premium live streaming service is part of the distribution plan and thatamp8217s going to only raise the profile of that product amp160Capital One will be offering a discount on BR Live subscriptions to get a onetime discount to a BR Live event within that window amp160From our perspective thatamp8217s a win because we39re able to capture that audience and monetize that audience across any screenPhoto credit Ludwig SchreierUnsplashClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160amp160

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Tiger Woods vs Phil Mickelson: Turner Sports Tees Up a Premium Event

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Alli Romano

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Tiger Woods vs Phil Mickelson: Turner Sports Tees Up a Premium Event

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