/ Tennis & Golf

Ace This Summer’s Tennis & Golf Tournaments with Paid Social

Every summer, millions of people around the world tune in to watch the season’s biggest sporting events. Tennis and golf take center stage with big-ticket tournaments like golf’s US Open and British Open Championships, the US Open Tennis Championship and Wimbledon. In 2015, 6.7 million fans in the US tuned in to the summer’s biggest golf tournaments, the US Open and PGA Championship, and peak viewership in the UK for the men’s tennis finals at Wimbledon topped 9.2 million.

Spectators are increasingly engaging with professional players and other fans of the two traditional sports through their favorite social media platforms. When Danny Willett won this spring’s Masters Golf Tournament, his brother live-tweeted the finals and generated over 70,000 retweets and likes and gained 22,000 new followers.

84% YoY increase in viewership of the Wimbledon Women’s Finals in 2015

5.9MM social media engagements for golfer Rory McIlroy in 2015

5,000 Tweets per minute about Serena Williams during the US Open finals

Having a presence where fans are most engaged during the tournaments can be an easy hole in one for brands. Read on for several recommendations for a winning paid social strategy.

  • Facebook and Twitter should be your core focus throughout the summer sports season, as most tournament conversations will occur on these platforms. Leverage key moments to drive real-time engagement with your target audience.

  • Instagram’s continuously-looping video ad unit is a creative way to showcase video up to 60 seconds long. Ensure that all your visuals on Instagram, including static images, are high-quality.

  • Anticipate any big moments that could occur, like another sister showdown between Venus and Serena Williams or more funny tweets from Masters winner Danny Willett’s brother PJ. Have content ready to go to join conversations as they unfold. For Twitter specifically, targeting conversations using keywords puts your brand right in the action.