This is the story of how advertising helped a business find its ‘sweet spot’ and, more broadly, changed the dynamics of marketing within its sector. American Golf’s challenge was to achieve a step change in business performance, without increasing their advertising budget. The solution was to forge a shared risk partnership with Sky Media. TV activity was supplemented with ongoing support in golf press and national press activity within golf tournament editorial. The result was a 17% increase in LFL sales growth, higher than any other retailer in any category. Total sales grew by 68%, of which incremental sales due to advertising were £11.9m. Profits grew from £3.3m to £9m, increasing the value of the business against a recessionary background