TGL Golf Sponsorship - Businessolver - January 2025

There I was....wasting time as I sort-of watched the new TGL indoor golf league on ESPN last week.  I say 'sort-of' because...of course...I was two-screening things.  The golf was on the large screen and I was likely flipping through Twitter on my mobile.  But, when I looked up, I was greeted with a surprise:  see below for a photo I quickly snapped of the putting green with a sponsor on the boards in the background:

That's West Des Moines-based Businessolver on the digital boards.  They're an HR Tech company that I 'touched' during my time at Edelman and has grown-up a lot in the past decade.  I say 'touched' because for a period of time, I looked after the account at Edelman.   That was YEARS ago. The work we did together was interesting and, I'll say that the leadership at Businessolver was wise to invest in thought leadership - specifically the Empathy study that they create annually.  The type of 'franchise' they've created with Empathy is aspirational for companies of all sizes.  Note: I *believe* that Businessolver has moved on from Edelman (they're certainly not a #client of mine), but that doesn't mean they're standing still.  

I snapped that photo (above) and then did what everyone does:  searched for answers.  Turns out...they've been named a "Founding Partner" of the league - here's the release.  

Sponsorships in golf aren’t new—companies from financial services to tech giants have long attached their names to tournaments, players, and even entire courses. We've all seen them over the years:  KPMG.  Bearing Point.  Aon.  Accenture.  Grant Thornton.  ADP - who has a golfer page up.  So, too does UKG.  

The people who sell these sponsorships are...I'm sure....saying that these "partnerships" are about much more than a logo on a polo; they’re a platform to showcase values, innovation, and alignment with a sport that marries tradition with precision. 

What sets Businessolver’s TGL move apart is how it reflects a coming-of-age moment for the company—one that’s likely viewed as strategic as it is symbolic.  It is also their second sports sponsorship - the first being in F1 racing.  

I'd say that I'm surprised by seeing Businessolver on the boards on ESPN, but it also....is a some-what 'logical' move.  This TGL sponsorship is an interesting activation for a company that needs to be 'taken seriously'.  They're selling benefits administration software to COOs, CFOs and CEOs.  They are going up against incumbents that are trusted and have experience over decades.   

So, for Businessolver, stepping into that arena - with those digital boards (and accompanying 30-second spot) isn't just a branding opporunity.  Or...I bet that's not how this was sold inside of BSLVR.  I bet they're thinking this of a 'handshake with innovation'.  How to continue to position the company as deeply-rooted in technology?  Align with the tech/innovation-focused golf league.  

Does it make sense? Yes. I can even 'hear' the pitch inside the company: it is a tech-oriented golf league. It also is a way to do this kind of sports sponsorship that the 'big guys' do all-the-time.  They also get some 30-second spot exposure on the broadcast.  Here's their 30 second spot.

Is the TGL partnership going to create ROI?  That, I'm not sure.  The folks over at Blinkfire are probably the first stop on their ROI journey.  They'll be able to tell Businessolver if they're getting any value - from the partnership.  But, either way....it certainly is a signal to the marketplace that Businessolver is on-the-move.