There are many experiences that are throwback at The Masters each year, and because of the prestige of the event, there is a perception that few things change. Cheese and Pimento, no cell phones etc etc. However, there is lots to listen and learn about how the event is also moving forward in areas like broadcast technology, fan engagement and even affordability. Want more? Listen to our podcast with head of communications Beth Marshall from last fall here.
One thing that other sports, especially team sports, should take a look at is the Par 3 Contest, a cherished tradition that has stood the test of time for over 60 years. It took place on Wednesday, and is a family affair, allowing participants’ families – including children and grandchildren – to participate or serve as caddies. It’s not uncommon to see toddlers dressed in miniature Augusta National jumpsuits chasing after golf balls and this year, in a social media age on a quiet sports afternoon, dominated the space, showed a deeply human side of the golfers and their families and produced a mountain of feel good images.
There was a time years ago when these type of Player Family days were done by MLB clubs, especially the Mets during their time at Shea Stadium. It was revived in recent years in various formats. The Family Day history had the Mets bring their families to the ballpark and enjoyed a great time. In the early 60’s to the 70’s the sons and daughters of the players would bat and run around the bases just like in a real baseball game in a pregame event that became a staple of the Mets promotional calendar.
Maybe it’s time for a reset maybe for other sports as well. Here’s why. From a content standpoint, families are constantly highlighted, talked about, showcase, often without player or family consent. Captured on a cell phone and passed along. The Family Day atmosphere, like what we saw at The Masters, offers a controlled environment for fans to enjoy and experience the moments between players and the younger kids who choose to participate, while showing a side of the players that we often don’t see. The growth of team and athlete social channels can give us lots of special looks which we don’t get as much as we used to as well, further humanizing the athletes to legions of fans. On the business side, the promotion is very sponsorable, and if families are interested in brand engagement through areas like NIL, it can probably provide some family partnerships with brands as well. For teams that crave content, the moments off of a family day can be pretty special as well to share.
Now there are downsides to such a public event. The use of pirating tools to get images of kids for nefarious purposes and overexposure of families in a volatile social world can be drawbacks. Maybe a compromise is in a semi-public way…with an event limited to fans, streamed, and put out in a controlled environment, could also work.
Regardless, The Par 3 contest at The Masters gave us a special look at the lives of these elite athletes that we rarely get…priceless moments that team sports could revisit for fans and athletes to enjoy.
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