Everton’s search for innovative partnerships takes in The Open Championship
Everton football club are at a bit of a disadvantage these days. Their stadium – if historic and atmospheric – is old and creaking. They are falling behind their rivals at the top of the Premier League in a financial sense due to lack of commercial firepower and matchday revenue, and the fact that the club haven’t lifted a trophy in over 20 years shows they’re behind on the pitch, too.
In that situation, then, new and creative partnership deals are very much a way forward for one of English football’s grand old clubs. And as The 2017 Open Championship comes to Royal Birkdale in Merseyside, what better partnership to make than with the grand old golf championship?
Everton’s head of engagement, Scott McLeod, told The Drum that this is “an innovative collaboration between two of sport’s historic names”. True enough.
The media partnership between the two will include content created with golfers as well as Everton’s players and coaching staff building up to the tournament. It’s a clever way to get involved in a major sporting event that is happening in the local area, and one that will be important to many of its fans.
It’s also a smart move for the Open Championship themselves, who will be looking for a sell-out event in Merseyside in July as well as hoping to gain a bit of a buzz around the tournament amongst a younger audience who may be interested in their football club, but not in golf. The sport’s problem in recent years has been in attracting millennials in the social media age. Golf’s recent struggle to stay relevant to a younger generation could be what motivates The Open to take this measure.
It will be interesting, then, to see what sort of content they come up with this summer.
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