Breaking new ground for a long established golf club, Dulwich & Sydenham GC has agreed a sponsorship deal with two blue chip brand names that will generate tens of thousands of pounds for the golf club, and valuable exposure to high end consumers for the companies, writes Charles de Haan. The club is working with Eagle, the market leader in branded collateral for golf clubs, to create designs incorporating the new sponsors’ corporate branding.
The value of a branded collateral strategy
Pedder, the premier agent in South East London for properties, and Dulwich Audi, the leading regional dealership for the top German car marque, have agreed a three year sponsorship deal with Dulwich & Sydenham GC that will see their companies’ branding designed into the full range of the popular club’s prime collateral. This includes online tools such as the website banner and member’s e-newsletter banner, and printed items such as bag tags, green fee tickets, scorecards and course guides which are being designed and produced by Eagle. ClubVIEW are handling the additional branding on the online tools.
This novel approach will give the new sponsors valuable exposure across the items that Dulwich & Sydenham’s upscale members and visitors see and use every time they play golf at the club or check out the latest news.
Co-branding: striking the right balance
Club Manager Michael Sawicki is delighted with the deal: “While Dulwich & Sydenham has a very healthy membership, the club is embarking on major investments to the clubhouse, and the sponsorships will provide valuable additional revenue.
“More importantly, the sponsors are both well respected regional companies with the right kind of image for Dulwich & Sydenham GC, a long established private members club. It was very important that this co-branding deal worked for all parties. Our sponsors understood our need for discretion when it came to the way in which their branding will be displayed to the members and visitors, while we knew we needed to provide plenty of suitable opportunities for exposure to our upscale membership.”
Benefiting from Eagle’s experience in collateral design
“With their proven experience in creating appropriately branded collateral, placing the design of all the printed items such as scorecards and the course guides in Eagle’s hands will ensure everyone gets what they want, and in the appropriate style. I think the net result is a ‘win win’ for everyone.”
Dulwich & Sydenham GC www.dulwichgolf.co.uk
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