The 2020 3M Open, held at TPC Twin Cities July 20-26, will be different in many ways. It is not simply that the tournament will be conducted without spectators. For sponsors and charities, the challenge is getting their message across.

In years past, opportunities to reach an audience were abundant. Fans were encouraged to pass through the 3M Experience Tent located at the entrance to the grounds. While inside, spectators had the opportunity to see and feel all the latest advances in technology and products by 3M and other vendors, as well as get the full picture of how and where the 3M Open Fund helped the community.

Everything from Post-It Notes to joint supplements typically are handed out for free. The face to face interactions provide a great way to explain the benefits of the new products and where charitable dollars go. Normally, the hope is that the in-person time will build awareness and demand.

Throughout the grounds, corporate hospitality tents lined the fairways, giving sponsors the opportunity to raise money, network and foster relationships. Logos adorned everything from hole signs to the practice grounds. None of that is possible this year.

With only essential workers and volunteers totaling around 300 to 350 people permitted on the property this year, the opportunity to show the brand appears lost but for a small few.

3M, the Title Sponsor, and the 3M Open Fund in particular, face an uphill battle to tell their story.

Speaking with Golf Channel’s Rex Hoggard back on April 22^nd, CEO of Pro Links Sports Hollis Cavner acknowledged the challenge he and his team would soon face. “If you just cancel every tournament it would cost a lot less. It’s not for the faint of heart,” Cavner said. “If you walk away and everyone gets their money back it’s a lot less expensive. That’s why we’re working with the PGA TOUR and our title sponsors so that we have a good plan going forward. Everyone has to take a little bit of a hit.” (source: https://www.golfchannel.com/news/no-fans-means-operational-changes-financial-hits-pga-tour-events)

While not having fans does cause financial hardships, the real charity dollars the 3M Open Fund depends on come from corporate sponsors and the Pro-Am.

According to the 3M Open’s website, “The 3M Open Fund, based in Minnesota, is a non-profit 501(c)3 foundation created when the tournament was founded by 3M and the PGA TOUR in 2019. The 3M Open serves as the principal fundraiser for the organization’s efforts to support local and regional charitable organizations. The foundation’s mission aligns with 3M’s commitment to improve lives in communities where we live, work and learn.”

Earlier this year, 3M Open officials announced its 2020 charitable giving efforts would be directed largely “toward local nonprofit organizations which are focused on supporting individuals impacted by COVID-19 and for social justice initiatives. The 3M Open Fund will donate funds raised to select Minnesota charities and highlight the ‘Power of Community’ throughout the event.”

It is not just 3M that is affected. In March, tournament officials announced a new partnership with Bell Bank. The partnership gave Bell the naming rights to a partnership tent originally intended to be located between the 18^th fairway and behind the 14^th teeing ground at the TPC Twin Cities.

Named The Bell Bank Champions Club, the area was slated to be one of the largest hospitality venues at the 3M Open. The potential location offered numerous options for Bell Bank guests and other hospitality patrons to walk to numerous holes as they follow the action of Minnesota’s only PGA TOUR event.

“We are extremely proud to be a part of the 3M Open,” Michael Solberg, Bell Bank President and CEO said at the time of the announcement. “Through their ‘Golf That Matters’ fundraising efforts, 3M and the PGA TOUR truly impact lives for the better. We’re happy to support that as we join the legions of PGA TOUR fans and welcome our guests to the Bell Bank Champions Club.” Now there will be no fans to welcome as guests.

That does not mean that 3M and other sponsors are throwing in the towel on getting their message to the masses this year.

“Even without spectators, the 3M Open will remain a platform to give back and build more resilient communities,” said Denise Rutherford, 3M’s senior vice president of corporate affairs. “Sports has the unique ability to unite people and that has been a cornerstone of 3M’s partnership with the PGA TOUR for many years. We look forward to strengthening our social impact through the 3M Open Fund with this year’s tournament.”

Jennifer Hines, Assistant Tournament Director and her team have undertaken the herculean task of making sure the brand is showcased. Leading up to the tournament, there were opportunities for sponsors to reach their audience.

Minnesota Vikings player Kyle Rudolph kicked off 2020 3M Open festivities and his second year as the tournament ambassador on Tuesday, June 30, with a food drive at 3M’s global headquarters. The items from 3M employees were donated to VEAP, a local basic needs organization whose programs include access to healthy foods, social services, housing stability and supportive services. During the event, over 100 3M employees donated 2,653 pounds of food and essential items.

“Despite not having fans in attendance, the 3M Open will remain a platform to give back and build more resilient communities,” said Rutherford. “We are excited to help bring professional sports back to Minnesota and showcase our vibrant culture and community.”

Early in July, tournament officials announced a social media campaign designed to honor essential workers. Running from July 8^th through July 26, participants are encouraged to post a video via Twitter or Instagram honoring essential workers in their lives using the hashtag #3MOpen.

For each post, the 3M Open Fund will make a $3 donation to three Minnesota Charities: VEAP, Greater Twin Cities United Way and M Health Fairview University of Minnesota Masonic Children’s Hospital. The hope is to raise up to $250,000.

Last year, the inaugural 3M Open donated more than $1.5 million to Minnesota non-profits. Admittedly that will not be possible this year. As the saying goes, “The show must go on.” 3M and other corporate sponsors are working full-time to find a way to make their investment in the tournament and in the community fruitful.