Golf’s Return to the Olympics
After 112 years, golf has returned to the 2016 Olympic Games. The International Golf Federation (IGF) wanted to capitalize on this opportunity and convert the global Olympic audience into new viewers of golf both during and after the Olympics Games.
The SituationGolf was facing an uphill battle; with extreme pessimism surrounding the Rio 2016 Games themselves, as well as news about top golfers withdrawing from the competition, the IGF needed to take control of the story if it was going to succeed in attracting new audiences to the sport. We know that to be heard on a global level, it is imperative that the IGF, its 130 member federations and 7 major partners deliver a relevant, impactful and consistent message.
Friends of Fuse
Sign up for our latest news, updates, and cat GIFs. You won’t regret it. You'll be able to unsubscribe at any time by clicking on the unsubscribe link at the bottom of our emails.
FUSE Marketing Group • 379 Adelaide St. West, 4th floor • Toronto, ON M5V 1S5 • 416-368-FUSE (3873)
Phase 1: Data Analysis
To ensure relevance and impact, FUSE conducted an in-depth exercise to research global consumer conversations around golf and the other sports participating in the Rio 2016 Games. Our analysis revealed content and storytelling opportunities that helped develop the key, overarching narrative as well as supporting stories (sub-plots) for golf’s return.
Phase 2: Storybook
To ensure consistency among member federations and partners around the world, FUSE armed the IGF with a ‘Storybook’ that could be shared with all stakeholders to act as an overall guide on Golf’s new story and the most effective way to tell it.
FUSE’s work was a critical component to the global media strategy given to guide the NBC partnership as well as well over 130 nations. We continued to advise on social activation opportunities as well as consult on IOC measurement opportunities.