With the AT&T Pebble Beach Pro-Am coming up in the next week, I thought it was only fitting to dedicate this week’s post to the PGA TOUR’s philanthropic support.
To take a few steps back, I will explain what a Pro-Am is and how it is connected to non-profit work. A Pro-Am is a one-day event, typically the day before the TOUR event begins. Pro-Am, short for professional-amateur, is a tournament in which a professional golfer and an amateur are paired up to play a round of golf together. Amateurs will pay a buy-in to tee it up at the Pro-Am event. These buy-ins can rake up to nearly $4,000 to $5,000 per person.
PGA Pro-Ams are a win-win-win situation for the PGA TOUR, the amateurs, and the charity that the tournament is connected with. On the PGA TOUR’s behalf, Pro-Ams provide a profitable revenue stream for the event. For amateurs, playing in a Pro-Am is a remarkable and distinctive experience, and for the charities, the significant amount of money generated at the end of the event is dedicated towards the donation to the non-profit organization.
What’s especially significant about the AT&T Pebble Beach Pro-Am, and what drives thousands of spectators and television viewers, is the participation of a star studded celebrity as the amateur along side a professional. This year the AT&T Pebble Beach Pro-Am is hosting familiar faces such as Justin Timberlake, Mark Wahlberg, and Aaron Rogers. All of the proceeds from this event benefit the Monetary Peninsula Foundation which continues to support hundreds of non-profit organizations.
So the question is, what do Pro-Ams like AT&T Pebble Beach have to do with public relations? Well think about it. Through these Pro-Ams, public relations specialists are promoting the non-profit work that the PGA TOUR does for the community, which in turn, continuously enhances the TOUR’s brand and image. Also, by involving Hollywood stars and other professional sports athletes in the Pro-Am, the publicity, eyes and ears on the event are expanded even more. The publicity of celebrities magnifies the popularity of the TOUR at that event.
Pro-Ams are a perfect public relations move on the PGA TOUR’s end. For one, it invites fans in to play alongside their idols which in turn fosters an even greater connection to the TOUR. Beyond that, a Pro-Am also gives a golden opportunity to push golf further than just a sport. Through charity, Pro-Ams connect the game to something admirable and life changing. The public relations strategy of linking the event to charity is an appreciable way to show the TOUR’s service and moral.