Sports Marketing: Amex Offers Exclusive Benefits Through USGA Sponsorship - Event Marketer

Sports Marketing: Amex Offers Exclusive Benefits Through USGA Sponsorship

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American Express’ recently announced multiyear sponsorship of the United States Golf Association is the first corporate sponsorship in USGA’s 112-year-history. But Amex’s approach to activating the deal isn’t so new: The company plans to continue its strategy of leveraging properties to offer exclusive benefits to its customers.
 
“If we do our job right it’s really about giving [cardholders] access 365 days a year ” Rich Lehrfeld vp-global sponsorship marketing told Buzz. “They’ll know before they get to the event that American Express is a part of it and really helping to facilitate the event.”
 
As a result of the tie Amex cardholders can now purchase otherwise sold-out tickets to the Trophy Club an exclusive hospitality area at the 2007 U.S. Open in Oakmont PA; other benefits include exclusive access to select USGA championships and the opportunity to play on U.S. Open courses on USGA-hosted days. Members can go to the USGA web site to purchase the U.S. Open tickets.
 

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