BPL Football 2015-16
The Challenge: In 2009 the PGA TOUR approached Spectrum Sports Management with a unique challenge. How do you take one of the oldest and most prestigious professional golf tournaments in the world, with an international title sponsor and turn the tournament around to create excitement, increase the gate, and generate relevance in the most competitive sports market in the world?
The Solution: To start, the PGA TOUR hired Spectrum Sports Management President, Mike Bone, to partner with Los Angeles sports and business icon Jerry West, to build a new management team, find and negotiate a new Official Charity partner, and build a complete sales team. Within two years the Northern Trust Open had more than doubled sales, increased the gate over 10%, increased awareness and coverage in the local and regional press and saw the tournament voted Tournament of the Year among all Championship Management Tournaments. The management team that was created went on to add sales and market share for Northern Trust Open for their management business.
After five years of managing and implementing the turn-around, The Northern Trust Open had realized continual year-over-year growth, added new sponsors, increased attendance, increased charitable donations to surpass $2 million dollars and the title sponsor renewed their commitment to the tournament under a multi-year deal. Most importantly, the work had re-established the Northern Trust Open and the PGA TOUR as a must watch, must attend event in the Los Angeles market.