Fox Business Network is heading out to the links.
The 21st Century Fox-owned cable outlet will sponsor pro golfer Jason Dufner. Starting Monday with the practice round of the 2014 Masters Tournament, Dufner will wear the network’s FBN logo on his shirt collar. The hope is that every shot of the 2013 PGA Championship winner will feature a nod to the network.
“Our viewers are champions of business and industry and they are interested in golf and tennis, and we saw a lot of correlation there, “ said Brian Jones, senior vice president of programming and operations at Fox Business Network. “We wanted to have an ongoing relationship with someone who is seen as an up and coming player.”
Dufner has worked the circuit for years, starting with the PGA Tour in 2004.
“You will see our brand logos on his apparel, and then we will talk to him as the season progresses about personal appearances on the channel and, obviously, social media,” said Jones, who declined to discuss how much FBN was paying in the sponsorship pact.
The promotional effort comes as FBN has recently shaken up its lineup to accommodate the arrival of Maria Bartiromo at 9 a.m. The veteran business-news correspondent left CNBC after a two-decade stint to hold forth on FBN in the morning along with a Sunday-morning program on Fox News Channel.
Jones said FBN wants to highlights what he called a “murderers row” of veteran business anchors, who include Neil Cavuto, Liz Claman and Stuart Varney.
The golf swing comes after Fox Business has established a volley with cable’s Tennis Channel. During major tournaments, Fox Business provides updates Tennis viewers while Tennis Channel gives information to FBN’s audience.
Tennis and golf are often viewed as sports that attract chief executives and other top officers of corporations. Fox Business expects to have an association with Dufner over the course of the next 12 months, Jones said .
Fox Business Network tends to use non-traditional methods to gain notice. The network is in significantly fewer homes than its main TV rival, CNBC. According to data from Carat, CNBC reaches about 82.3% of U.S. TV homes while Fox Business reaches 66.6%.