In its second year as sponsor of the PGA Tour, Comcast Business prioritized function over frill. To amplify its partnership with the professional golf event, the brand activated a practical Comcast Business Pavilion to help tour sponsors and partners stay connected at select PGA Tour events throughout the 2021-22 season.
While most golf tournaments are the ideal setting for networking and conducting business, Eileen Diskin, chief marketing officer of Comcast Business, says that traditional suites primarily cater to customer entertainment, leaving many business leaders behind. Enter the Comcast Business Pavilion, an original hospitality experience designed to fill the gap.
“We didn’t want this to be a passive partnership. The new space really creates this sort of connected, very modern experience where businesses of Comcast Business, our clients, our potential prospects and businesses of any kind can come to the space during the tournament, watch the tournament live and schedule meetings,” says Diskin.
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The Comcast Business Pavilion launched during the PGA Tour flagship event, the Players Championship, March 10-13 in Ponte Vedra Beach, FL. The experience will activate in six additional key markets on this year’s PGA Tour in Atlanta, Austin, Texas; Memphis, TN; Wilmington, DE; Napa, CA; and Charlotte, NC.
From gig-speed Wi-Fi and Xfinity X1, to two private meeting areas and upgraded technology access, the Comcast Business Pavilion is a casual space that allows tour sponsors, partners and journalists to stay connected to the office and hold meetings in a simple setting. Greeters welcome visitors into the bright space equipped with a variety of desk and lounge furniture and key visuals of top golfers. And, of course, live broadcasts of the golf tournament play on multiple large-screen televisions to keep attendees up to speed on the competition.
“This is a great intersection of our partnership with the PGA Tour and the audience that they’re reaching to create more stature for Comcast Business. We are trying to reach enterprise-level companies, and that’s a big business objective for us to drive market share,” says Diskin. “And when the PGA opportunity came around last year, it really was the perfect platform for us to connect with decision makers across a variety of verticals. We see this as a year of learning.”
According to Diskin, the PGA Tour offers a premium, high-engagement experience that aligns well with the Comcast Business objective to build brand awareness and affinity in the upper market space. She says that the goal is for Comcast Business Pavilion as a platform to increase engagement and drive sales activity for both the mid-market and enterprise space. The experience is also a key pillar of the Comcast Business brand strategy positioned to enhance sponsorships throughout the rest of the year.
Comcast Business also sponsors the Comcast Business Tour Top 10 on the PGA Tour. Now in its second year, the Tour Top 10 features 47 official events and highlights player performance and premier experiences by rewarding the top players in the FedExCup standings at the end of the FedExCup Regular Season. The top 10 finishers in the FedEx Cup standings will be awarded a shared $20 million bonus for displaying exceptional season-long performance. Agency: GMR Marketing.
The Comcast Business Pavilion presents an original hospitality experience that caters to business leaders.
