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USGA introduces new U.S. Open brand platform: ‘From Many, One’

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2020 U.S. Open 'From Many, One'

The USGA has unveiled its new U.S. Open brand platform – ‘From Many, One’ – as part of the organization’s ongoing commitment to invest in the U.S. Open and elevate the championship experience for players and fans.

What to expect from the ‘From Many, One’ Brand Platform.

The USGA’s social and digital platforms will feature videos, testimonials and other content that documents golfers’ journeys and allows fans to experience their hard work and determination.

Fans attending this year’s U.S. Open Championship at Winged Foot will be immersed in the brand campaign, with the USGA planning on an “integrated approach to showcasing the championship as a glory-filled spectacle that the world is invited to see, feel and experience.”

Speaking on the ‘From Many, One’ brand platform, Mike Davis, CEO of the USGA said

“The U.S. Open is more than a golf event, it’s more than a test or evaluation, it’s an experience that brings people together to share in the electricity that comes from players pushing themselves beyond their limits to achieve their dreams. 

The brand platform will be the perfect vehicle to share the story of the U.S. Open, a celebration of the accomplishments of the players who compete for the championship and everyone who makes the event so special.”

Television and digital video viewers will be provided with multiple ad spots throughout the U.S. Open qualifying process, which begins in April.

Golf fans will also get the chance to see a new series titled “From the Many: The U.S. Open Is…” featuring amateur golfers discussing their qualifying stories and the path that the “many” will take to get there. 

Vignettes featuring Jack Nicklaus, Tom Watson and Tiger Woods, among others, highlight a series titled “From the Ones: The U.S. Open is…” which will showcase past champions as they reflect on the significance of the U.S. Open and the moment that they became the “one.”

A preview of the brand campaign dropped earlier this year with the airing of a 15-second U.S. Open tune-in advertisement featuring actor Don Cheadle. Oscar-nominated Cheadle, who serves as a U.S. Open brand ambassador, will continue to voice a variety of video content, including multiple U.S. Open brand television spots running up to the event – including the first: ‘E Pluribus Unum, Baby’

The brand will also feature on print and digital platforms which, per the USGA, will contain “a competitive and gritty aesthetic and take on a sharp and witty tone.”

How was the concept created?

The brand platform was developed in partnership with Culver City, Calif.-based Zambezi. A new take on the motto ‘E Pluribus Unum’, through ‘From Many, One’ the USGA will celebrate the nearly 10,000 golfers who will try to qualify for the championship, the 156 who will play, and the one who will be crowned U.S. Open champion.

The premise ‘From Many, One’ was first seen at the U.S. Open back in 1895 in the first-ever edition of the championship, and speaking on the re-newed brand platform, Gavin Lester, the chief creative officer of Zambezi said

“’From Many, One’ will extend far beyond television commercials, print and digital advertising as fans begin to “live the brand” through the U.S. Open. USGA social and digital platforms will feature videos, testimonials and other content that documents golfers’ journeys and allows fans to experience their hard work, grit and determination.”

In creating the brand platform, the USGA engaged key stakeholders, players, fans, media members, partners, representatives of host sites and volunteers and asked them to share their thoughts on what makes the U.S. Open a one-of-a-kind major championship. 

According to the governing body, for many, the answer was that the uniqueness of the event came down to the “open” nature of the championship, as well as “the grit and determination it takes to become a U.S. Open champion and the triumph of the human spirit” – allowing for the creation of ‘From Many, One’.

Tickets for the 2020 U.S. Open Championship, which takes place from June 15-21 at Winged Foot Golf Club, in Mamaroneck, N.Y., can be found at usopen.com.

2020 U.S. Open 'From Many, One'

 

 

 

 

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Gianni is the Assistant Editor at GolfWRX. He can be contacted at [email protected] Follow him on Twitter @giannimosquito

5 Comments

5 Comments

  1. Madeline Morgan

    Mar 2, 2020 at 1:34 pm

    And here I thought no slogan could possibly be stupider than “Live Under Par.” Silly me.

  2. Try Hard

    Mar 2, 2020 at 9:43 am

    Brand Platform? Either the USGA is completely, fundamentally out of touch, or I am…

  3. Marty

    Mar 1, 2020 at 10:47 am

    I am so relieved that the US Open has finally stated what its ‘brand platform’ is going to be. I wasn’t sure if they were going to have a ‘brand platform’ for this year’s event or not. . . and as everyone surely knows by now, one simply can not stage a major golf tournament without declaring the ‘brand platform’ of the event.

    From ‘many one’ other than the USGA, this would be laughable, but this seems to be right in line with their quest for total irrelevancy.

    May I suggest that they book yet another conference room, and when the pizza delivery guy shows up, they make him the new president.

  4. James

    Feb 29, 2020 at 10:53 pm

    Great timing. Haven’t we learned from this covid-19 paranoia its effect on trade and commerce that ideas related to collectivism and globalism are deadly? Probably not.

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19th Hole

The DailyWRX: 11/24/2020

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The Shark is JACKED……

 

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A post shared by Greg Norman (@shark_gregnorman)

Prayers…Prayers….Prayers….

 

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A post shared by Golf Digest (@golfdigest)

Rocco doing Rocco……

 

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LOLOLOLOLOLOL…..

It would be the upsets of all upsets……

DM @johnny_wunder

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19th Hole

The Match 3: Mickelson/Barkley vs Curry/Manning – Full Viewer’s Guide

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Capital One’s The Match: Champion’s for Change gets underway with this week, with two new additions joining the third edition of the contest. Phil Mickelson will team up with Charles Barkley, while Peyton Manning will return and this time pair up with current NBA star Steph Curry.

Ahead of the event, here’s a rundown of all the essential details you need to know about the contest

The Format

The format for The Match 3 is 18 holes of modified alternate shot. 

In this format, both players from each team will hit tee shots, and then swap balls for their approach shots (e.g. Mickelson will hit Barkley’s second shot and vice versa). Following the second shot, the teams will decide between which ball they want to play for their third.

How good are Barkley, Manning and Curry at golf?

We saw Peyton Manning perform well in The Match 2, and the former NFL quarterback plays off a 6.4 handicap index.

Having played on the formerly known Web.com Tour, Steph Curry is a very proficient golfer and plays off a 0.1 handicap index.

Charles Barkley’s handicap index is unknown, and his swing used to be a source of ridicule. However, Barkley has transformed his swing in recent years, and you can check out this small sample of his game from when he played the ‘Bogey or Better’ challenge at the 18th hole during the broadcast of The Match 2.

Location and Date

The event takes place Friday, Nov. 27 at Stone Canyon Golf Club in Oro Valley, Arizona.

Who will the event benefit?

The Match: Champion’s for Change will raise funds for historically Black Colleges and Universities (HBCUs).

How to Watch

The event will be broadcast live on TNT this Friday, Nov. 27, from 3 PM ET. In addition, Bleacher Report will provide a “Cart Cam” stream – leading up to and during the event.

The Coverage

TNT’s live coverage of Capital One’s The Match will be hosted by Brian Anderson, who will provide play-by-play alongside Trevor Immelman and Andre Iguodala. Cheyenne Woods and Gary McCord will feature as on-course announcers for the event, while Eli Manning will be part of a pre-game show as well as “Cart Came” alongside LPGA legend Michelle Wie. 

 

 

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19th Hole

How much each player won at the 2020 RSM Classic

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Robert Streb edged out Kevin Kisner at the RSM Classic, and it’s a win that earned the American a winner’s check for $1,188,000. Kisner’s playoff misery continued, slipping to an 0-5 record, but the 36-year-old’s performance over the weekend means he’ll take home a check for $719,400.

With a total prize purse of $6.6 million up for grabs, here’s a look at how much each player won at the 2020 RSM Classic.

1: Robert Streb, -19, $1,188,000

P-2: Kevin Kisner, -19, $719,400

3: Cameron Tringale, -18, $455,400

T-4: Bernd Wiesberger, -17 $297,000

T-4: Andrew Landry, -17 $297,000

T-6: Harris English, -16, $215,325

T-6: Camilo Villegas, -16, $215,325

T-6: Kyle Stanley, -16, $215,325

T-6: Zach Johnson, -16, $215,325

T-10: Corey Conners, -15 $173,250

T-10: Patton Kizzire, -15 $173,250

T-12: Jason Day -14, $140,2450

T-12: John Huh -14, $140,2450

T-12: Rory Sabbatini -14, $140,2450

T-15: Keegan Bradley, -13, $117,150

T-15: Matthew NeSmith, -13, $117,150

T-15: Bronson Burgoon, -13, $117,150

T-18: Doug Ghim, -12, $87,450

T-18: Alex Noren, -12, $87,450

T-18: Scott Piercy, -12, $87,450

T-18: Chris Kirk, -12, $87,450

T-18: Emiliano Grillo, -12, $87,450

T-23: Wyndham Clark, -11, $55,958.57

T-23: Tyrrell Hatton, -11, $55,958.57

T-23: Lucas Glover, -11, $55,958.57

T-23: Roger Sloan, -11, $55,958.57

T-23: Charley Hoffman, -11, $55,958.57

T-23: Chesson Hadley, -11, $55,958.57

T-23: Henrik Stenson, -11, $55,958.57

T-30: Bo Hoag, -10, $39,552.86

T-30: Russell Henley, -10, $39,552.86

T-30: Adam Long, -10, $39,552.86

T-30: Jim Herman, -10, $39,552.86

T-30: Vaughn Taylor, -10, $39,552.86

T-30: Charles Howell III, -10, $39,552.86

T-30: Branden Grace, -10, $39,552.86

T-37: Nate Lashley, -9, $28,710

T-37: Matt Wallace, -9, $28,710

T-37: Tommy Fleetwood, -9, $28,710

T-37: Brendon Todd, -9, $28,710

T-37: Webb Simpson, -9, $28,710

T-37: Andrew Putnam, -9, $28,710

T-37: Matt Kuchar, -9, $28,710

T-44: Keith Mitchell, -8, $21,450

T-44: Sepp Straka, -8, $21,450

T-44: Matt Jones, -8, $21,450

T-44: Joaquin Niemann, -8, $21,450

T-48: Peter Malnati, -7, $17,952

T-48: Adam Schenk, -7, $17,952

T-50: Joel Dahmen, -6 $16,401

T-50: Ian Poulter, -6 $16,401

T-50: Brian Stuard, -6 $16,401

T-50: Shane Lowry, -6 $16,401

T-54: Kevin Streelman, -5, $15,510

T-54: Rafa Cabrera Bello, -5, $15,510

T-54: Josh Teater, -5, $15,510

T-57: Aaron Baddeley, -4, $15,180

T-57: Sebastian Cappelen, -4, $15,180

T-59: Sean O’Hair, -2, $14,784

T-59: Graeme McDowell, -2, $14,784

T-59: Rob Oppenheim, -2, $14,784

T-59: J.J. Spaun, -2, $14,784

T-63: Ryan Brehm, +1, $14,388

T-63: Scott Stallings, +1, $14,388

65: Kevin Chappell, +3, $14,190

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