How Charles Schwab Used Data to Discover Golf Fans Love Muscle Cars – Adweek

June 7, 2021
When Charles Schwab became the title sponsor of the golf tournament formerly and colloquially known as The Colonial in 2019, the brand wanted to activate differently around the tournament to engage more than just golf fans. As a marquee stop along the PGA Tour calendar, the Colonial Country Club has been a fan favorite among locals within the Dallas-Ft. Worth area, and Charles Schwab sought to give the tournament winner a marquee trophy, in addition to the traditional prize of a plaid jacket.
Max Simpson is a freelance writer for Adweek reporting on brand campaigns, experiential activations and sports marketing strategies.
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