MAM
Omega, PGA of America sign 5-year sponsorship agreement
MUMBAI: Omega, the Swiss maker of prestige watches, and The PGA of America have announced a strategic marketing and sponsorship agreement that will carry through 2016.
The five-year agreement, which provides for multiple “Official Timekeeper” designation, marks a major breakthrough for Omega in the sport of golf in the US.
The deal also enhances the brand’s rich history in sports timekeeping and aligns Omega with the world’s largest sports organisation consisting of 27,000 men and women PGA Professionals who are recognised for their expertise in teaching the game, promoting the game, and managing golf facilities.
The new partnership will be launched at the 2011 PGA Championship that takes place from 8-14 August at Atlanta Athletic Club in Johns Creek, Ga, and will extend through The PGA of America’s Centennial in 2016.
Omega president Stephen Urquhart said, “With our tournaments in Europe and Asia, Omega has long supported the growth of golf as a global game and we are looking forward to being involved in the great events organised by The PGA of America. This partnership also gives us a fantastic platform to develop the brand in the important American market.”
With The PGA of America conducting two of golf’s premier events enjoyed by global audiences – the PGA Championship and the Ryder Cup — Omega is committed to elevating its mutual brand presence in a global marketplace while expanding its public awareness. That commitment includes advertising on golf telecasts of PGA championship events, marketing support for the PGA’s player development efforts and extending benefits to PGA members and their facilities.
PGA of America CEO Joe Steranka said, “The PGA thanks OMEGA for its excitement in promoting the game and our brand, as well as OMEGA’s recognition of the important role PGA Professionals play in the growth of the sport. We are delighted that OMEGA will become the Official Timekeeper, delivering quality service and technical support at our premier spectator and member championships.”
Through the multi-faceted partnership agreement, Omega will commit support to a member-benefit Omega timepiece programme and a facility clock programme, both exclusive to PGA Professionals.
Further, Omega has committed support to the PGA Professional National Championship, as one of three Presenting Sponsors and support of the Championship telecast on Golf Channel. Omega will also commit to having corporate hospitality at all PGA major championships, and Omega clocks will be positioned at PGA Golf Properties — PGA Golf Club, the PGA Center for Golf Learning & Performance, PGA Country Club, and Valhalla Golf Club.
Omega adds that it has long supported the sport of golf internationally, serving as title sponsor of the Omega European Masters, the Omega Mission Hills World Cup of Golf and the Omega Dubai Desert Classic.
Omega’s roster of brand ambassadors includes a number of current golf stars and one of the game’s all-time greats, Greg Norman.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
