Tempur-Pedic recently announced they are the official mattress of the PGA Tour, which makes this its first national sports sponsorship. I think this is a brilliant move by the company and here are a few reasons why:
- According to Nielsen ratings, 55% of golf audiences are 35 years or older with over 85% of them earning more than $40,000 a year. It’s true that 70% of them are men, but have you heard my argument on that before? This is a great target audience for Tempur-Pedic products.
- Connecting to a sport creates opportunities for great experiential marketing events like hosting retailers at a tournament in a private tent, or even doing something for the consumers in attendance by having them connect with Tempur-Pedic products. Imagine a place where weary golf fans could go during a tournament to take a 20-minute power nap. After a few hours of walking around following their favorite player, people may get tired and that’s a perfect chance to offer a break on your product.
- If we in the industry are going to claim that sleep can enhance quality of life, why are we not making more connections to that idea outside of our own industry? Sleep is a performance enhancer, just like good diet and exercise. Show me a professional athlete that isn’t dialed in to the negative or positive impact sleep can have on their game. Bringing that conversation to the doorstep of professional sports makes total sense, if you ask me. But let’s not stop at sports; what about connections to big-time fitness personalities, nutrition experts, or other lifestyle brands? There is so much that can be done. (Simmons did a good thing by working with Dr. Andrew Weil, but I’m not sure if that went anywhere. Let me know if you have more info.)
I know what you’re thinking – the Tempur budget is much larger than your own. I understand that, but why does your sports connection have to be the PGA? Why can’t it be your local junior golf program or little league? I know these ideas are less exciting than something on the larger stage, but I promise a local relationship can mean a great deal to people if you do it right!
So do you think we do a good job of connecting to the idea that sleep is a performance-improving activity? Show me the evidence!
Great article Mark. It is great to see TPX setting the pace again.
Thanks Doug, I appreciate the comment.
Very much agreed, especially on point 3 relating to sleep and quality of life. I do Crossfit myself (new exercising trend) and saw that Reverie ended up sponsoring the New York Rhinos – a new professional Crossfit team.
While professional Crossfit is a long long way from the PGA, I thought that the sentiment makes sense – that quality sleep is an important aspect of health, and a huge part of fitness, right up there with exercise regiment and nutrition. I think that there are plenty more opportunities for mattress brands to make more of people’s passion for sports.
I would love to do crossfit, big thing even here in little old Joplin, Mo. I do think that there are many things people could do to connect sleep to fitness and eating right so keep doing what you are doing and connect the dots to good sleep. Athletes totally get the sleep is important concept and it can be exploited for the greater good! Thanks for reading Kenny and for the great feedback.