Featured Project: 3M Hosts ‘Golf That Matters’ in the Twin Cities

St. Paul, Minnesota-based 3M had been the title sponsor for the 3M Championship, a stop on the PGA men’s professional senior golf tour, for its entire existence-26 years. But when the PGA expressed an interest in granting the Twin Cities a stop on the PGA Tour, one of the most popular sporting events in the world, the company-and the community-jumped at the chance. The debut of the 3M Open took place July 4-7 at the TPC Twin Cities in Blaine, Minnesota, just north of Minneapolis.

“They had been wanting for years to get back here,” says Collin Hummel, senior experience manager for 3M sponsorship and events. “From a level of awareness and visibility they’re (the senior tournament vs. the PGA event) not comparable.”

Hummel notes that golf is extremely popular in the region, with a rabid fan base that would ensure a strong turnout for the tournament. From a company perspective, he says, being the title sponsor afforded 3M the opportunity to deliver its trademark brand message, “3M Science. Applied to Life,” to a global audience.

“We were going to be able to paint the golf course (with our brand),” says Hummel.

He led a six-person team throughout the planning process and brought in other teams within the company as needed. He and others traveled to other PGA tournaments, meeting with other title sponsors and learning the best strategies to make sure that 3M’s message was delivered both to those in attendance on the course and those watching on TV around the world. The PGA itself assisted in the planning, Hummel says.

“The PGA was an awesome partner on many levels,” he says.

3M developed an overall theme for the tournament: “Golf That Matters,” and established a philanthropic arm called the 3M Open Fund. All the proceeds from the tournament each year will go to this fund, which has the University of Minnesota Masonic Children’s Hospital as a “pillar” charity partner. Two other beneficiaries of the fund are the Science Museum of Minnesota and the National Park Foundation.

Pro golfer Matthew Wolff was the winner of the inaugural 3M Open.