PGA Tour’s FedExCup Campaign Gets ‘Straight Up’ With Fans

The PGA is teeing off its FedExCup marketing campaign somewhat otherwise this time round.Earlier this yr, the PGA Tour introduced that the 2025 FedExCup Playoffs would get rid of “beginning strokes,” a typically complicated component of the event that gave gamers benefits based mostly on their FedEx Cup standings. As an alternative, there might be a degree taking part in discipline, with all opponents ranging from even par as they compete for the FedExCup. Talking with ADWEEK not too long ago, PGA Tour executives famous that the format change got here straight from the Tour’s ongoing research-driven Fan Ahead initiative, receiving assist in any respect ranges of the occasion, from gamers to sponsorship stakeholders and FedEx itself.“Followers need one thing easy, and the elimination of the beginning strokes is a direct reply to that problem,” Norb Gambuzza, PGA Tour evp of media, informed ADWEEK, including, “Getting all of these stakeholders concerned on this and lined up with a format and alter that everyone thought made sense was actually vital, thorough, and collaborative.”To get the phrase out concerning the replace, the PGA Tour has launched a 2025 FedExCup Playoff marketing campaign, “Straight Up,” with stars Scottie Scheffler, Rory McIlroy, Justin Thomas, Jordan Spieth, and others explaining the rule change and the way “powerful simply obtained more durable.” And, simply in case there was any query, the marketing campaign is about to Paula Abdul’s hit ’80s tune “Straight Up.”“Within the marketing campaign itself, having our gamers speak about it, their curiosity, the intrigue, their pleasure concerning the change, is basically what we wished to lean into,” mentioned Laura Neal, PGA Tour evp of content material and inventive.Along with digital and social executions, the marketing campaign will consist of 5 spots. This consists of an preliminary teaser (above) because the marketing campaign builds from playful to extra dramatic, incorporating footage from a few of the largest moments of the season. Because the playoff progressively cuts its preliminary discipline of 70 gamers, every of its occasions might be promoted with particular advertisements. Tailor-made spots will showcase the FedEx St. Jude Championship, which takes place from Aug. 7-10; the BMW Championship, happening Aug. 14-17; and the Tour Championship, which takes place from Aug. 21-24.“This was the right alternative to not solely strive one thing totally different, however do it via the voice of our gamers, and perhaps create somewhat intrigue, have somebody lean in and say, ‘Wait, what was that?’” David Piccolo, PGA Tour svp and government inventive director, mentioned concerning the marketing campaign. “And reminding our followers and even some informal followers that there’s something new and totally different to be part of.”Digital advertisements for the FedExCup.PGA TourEven although the FedExCup is barely totally different, the change was made with the integrity of the occasion in thoughts, the executives famous. In the course of the dialog with ADWEEK, the execs additionally made certain to acknowledge the historical past of the occasion and contributions of FedEx founder Frederick Smith, who died on June 21 on the age of 80 and was a part of the creation of the FedExCup Playoffs in 2007.Past the marketing campaign, the PGA is continuous to construct on findings from its Fan Ahead initiative, which Gambuzza referred to as the “single largest endeavor that this firm has ever executed.”After an preliminary survey garnered greater than 50,000 responses, the initiative’s enter helps the PGA Tour take large swings“If there are any classes discovered to take from this into future inventive campaigns, it’s listening to our followers, which we’ve via the Fan Ahead initiative after which testing this inventive with our fan council, but additionally guaranteeing that our gamers are purchased in,” Neal mentioned. “As a result of, decide any sport, in case you’re watching it and you’re feeling just like the athlete on the sphere believes in it and it’s vital—that is the peak of competitors and drama—you’re going to lean in even additional.”