The scorching weather in Las Vegas on Thursday, with temperatures reaching 102 degrees, would usually keep most people indoors. However, at the Wynn Las Vegas, Warner Bros. Discovery Sports is hosting the latest edition of “The Match,” a celebrity-driven golf franchise. This installment features Kansas City Chiefs stars Patrick Mahomes and Travis Kelce facing off against Golden State Warriors stars Steph Curry and Klay Thompson.
While golf is the main event, “The Match” is also known for the banter and trash talking between the players. Warner Bros. Discovery (WBD) takes advantage of this by incorporating brand integrations into the event. For example, Mahomes mentioned during a virtual press conference that he might have a few Coors Lights to calm down, and his club headcovers will bear the Coors Light logo. Coors Light is a sponsor of “The Match,” and the players will be transported to the course in brand new Jeep Wagoneers.
The TV advertising market has been challenging lately, but live sports remain strong. In the case of “The Match,” WBD has full control over the event, allowing them to secure title sponsors and brand integrations with companies like Apple, AT&T, Microsoft Bing, DraftKings, and ZenWTR. WBD has sold out all available advertising inventory for the event.
While advertising during live sports from major leagues like the NFL, NBA, and NHL is a top priority for marketers, “The Match” presents unique opportunities. WBD ad sales executive VP Jon Diament explains that there is no limitation on sponsors due to league partnerships. WBD owns the event, giving them the freedom to make decisions based on what sponsors can and can’t do.
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“The Match” is also ahead of the game when it comes to a new advertising opportunity: AI ads. This year, WBD partnered with Microsoft Bing to incorporate predictive elements using AI technology during the event. For example, Charles Barkley, the NBA on TNT analyst, will interact with Bing in a commercial for the new Bing search engine, which now uses OpenAI tech behind ChatGPT. The lighthearted ad aims to connect with the tone of “The Match” while showcasing Microsoft Bing’s features.
In addition to the on-course competition, “The Match” brings together big personalities. NFL star Von Miller and NBA star Draymond Green will be following Mahomes, Kelce, Curry, and Thompson in golf carts, providing commentary and behind-the-scenes looks. Miller aims to highlight the football players in a positive light, emphasizing the camaraderie off the field. Trash talking is also expected, adding to the entertainment value of the event.
Looking ahead, WBD is already considering future installments of “The Match.” They are open to hosting the event around other culture-defining events, such as the Super Bowl. According to Diament, the sponsors and fans love “The Match,” so more installments are expected in the future.
In conclusion, despite the scorching weather, Warner Bros. Discovery Sports is hosting the latest edition of “The Match” in Las Vegas. This celebrity-driven golf franchise features top athletes from the NFL and NBA competing against each other. The event not only showcases the players’ golf skills but also fosters banter and trash talking. Warner Bros. Discovery takes advantage of the event’s popularity by securing title sponsors and brand integrations. Furthermore, “The Match” incorporates AI ads, with Microsoft Bing using its AI technology to add a predictive element to commercials. The event also brings together big personalities, and it is not just about golf but also about the camaraderie and entertainment value. Warner Bros. Discovery plans to continue hosting future installments of “The Match” and explore new opportunities for the event.
