Nike tops brand exposure at U.S. Open


Continuing a trend set at the 2007 Masters Tournament earlier this year, Nike once again received the most brand exposure value during NBC's final-round broadcast of the 2007 U.S. Open Championship on 6/17. The results were calculated by Relay Worldwide's Brand Exposure Analysis, a proprietary technology that electronically tracks the appearance of all brands during a televised event and calculates the monetary value of each brand's broadcast exposure.

Nike, with almost 2.1 million in broadcast exposure value, and PING, the second highest valued brand at 1.4 million, together gathered almost twice the value of the remaining eight brands that round out the top ten. The two brands' dominance in exposure value is largely due to their featured placement on Tiger Woods' and eventual-champion Angel Cabrera's apparel – two players featured prominently as they led the field and fought for the championship title.

According to Relay's analysis, logo placement on all golfers' apparel accounted for 86% of the total brand exposure during the final broadcast – a total of almost 5.3 million in value from branding placed on hats and various areas of players' shirts.