The Challenge

The U.S. Women’s Open, one of thirteen national championships conducted by the United States Golf Association, is the oldest and one of the most prestigious events on the LPGA Tour. In 2015, the USGA announced that the Country Club of Charleston would be the host of the U.S. Women’s Open in May of 2019.

In January of 2019, Dominion Energy formally announced their merger with SCANA, officially establishing Dominion Energy’s presence in South Carolina. With the merger, Dominion Energy looked for ways to expand their presence in sports sponsorships in their newly increased service territory. Given the great success surrounding their sponsorship of the Dominion Energy Charity Classic in Richmond, Dominion Energy was interested in the opportunity the U.S. Women’s Open presented.

When presented with a sponsorship proposal in early 2019, Dominion Energy’s South Carolina team looked to Richmond for guidance on the levels presented. The Richmond team looked to Wilkinson Sports Advisory (WSA) to analyze the proposal and provide advice on the best available option.

The Solution

WSA analyzed the sponsorship proposal for the USGA event and helped to negotiate the sponsorship of an open-air skybox on the 18th Green at the Country Club of Charleston. Once the sponsorship was confirmed, WSA traveled to Charleston, SC to attend sponsor meetings and begin the planning process. WSA was the primary contact for MSG, the marketing firm responsible for all sponsorship management at the U.S. Women’s Open and worked with them closely to familiarize themselves with on-site logistics for the tournament.

WSA worked with a team of Dominion Energy employees located in Columbia and Charleston, SC to write communication copy, fill and orchestrate pre- and post-tournament golf outings and determine appropriate invitee lists to attend the skybox. WSA produced the invitation and communication creative, managed RSVPs and ordered and designed all event-specific merchandise for the U.S. Women’s Open. WSA maintained a presence in Charleston throughout tournament week and served as the on-site contact for all guests during competition.

The Result

Dominion Energy chose to sponsor the U.S. Women’s Open to expand their sponsorship presence into their new service territory in South Carolina. WSA was crucial in the negotiation of a suitable contract, and the execution of said sponsorship. Through the management process run by WSA, 65+ employees, community partners and business partners of Dominion Energy were able to attend and enjoy the 2019 U.S. Women’s Open.

While at the tournament, guests were treated to clubhouse catering, an unobstructed view of the 18th green, branded sunscreen and chapstick and co-branded Dominion Energy/U.S. Women’s Open hats. Essential Dominion Energy team members were fitted with branded golf attire to help distinguish them as employee contacts. Though the 2019 U.S. Women’s Open was a one-time event, Dominion Energy is currently looking to WSA for help with additional opportunities to sponsor sporting events throughout their footprint.