Pacers' Turner Impressed By Fever For Demonstration NBA, NBPA To Work With Players On Social Issues PGA Tour Eyes Possible Schedule Changes NBA Brings On Sportradar, Second Spectrum Finchem Says Tour Will Stay In NC NBA Releasing VR Documentary On '16 Finals Hornets Unveil New HD Videoboard Iverson, O'Neal Shine At HOF Induction USTA Open To Moving Miami Event To Orlando EMC To Title Sponsor PGA Tour Event In Boston
SBD/7/Sponsorships Advertising Marketing
BIG BLUE RETHINKING ITS SPORTS MARKETING STRATEGY
Published February 7, 1995
IBM "has revamped its sports marketing strategy, winnowing sponsorships to just three": the PGA Tour, the NBA and the Olympics, according to AD AGE. IBM Corp. Sports Marketing Manager Tom Burke: "Our thinking was let's focus on a few premier events and maximize the return on those investments instead of spreading ourselves thin just for the sake of being everywhere." IBM is dropping sponsorship of the Fiesta Bowl and title sponsorship of the ATP Tour upon expiration in 1996. IBM will stay involved in tennis' Grand Slam events, and will also buy ad time on those broadcasts this year (Jeff Jensen, AD AGE, 2/6 issue).