Patrick Reed famously isn't tied to one club manufacturer, a shrewd move given his impressive -15 winning performance. However using GumGum's sponsorship valuing technology you could have picked the brands who gained the most from their exposure during the four days in Augusta - Nike, Adidas (TaylorMade), Puma and Calaway. But it was Reed's personal sponsor Ultimate Software that gained the most in the non-sport brand category - having their exposure valued north of $16million - one expects a huge return on investment. It could be seen as a gamble to have backed, arguably, one of the most divisive players on the tour - but a well calculated and ultimately hugely successful one.
Ultimate Software, sponsor of first-time Masters Tournament winner, Patrick Reed, secured the top non-sports brand media spot at $16,070,465 in sponsor media value and seventh overall brand of the tournament, joining the big-league ranks of Nike, Under Armour, Puma, Adidas, TaylorMade and Callaway. Also noteworthy, Titleist, Tiger Woods’ Logo (TW) and Mutual of Omaha rounded out the top ten and 84% of Ultimate Software’s broadcast value came in the final two rounds with 87% of their social media value driven the final day.