SBD/2/Sponsorships Advertising Marketing


     MasterCard International has signed a one-year agreement to
be "presenting sponsor" of the PGA Tour's Colonial Golf
Tournament in TX.  Officials hope the arrangement will "lead to a
multi-year agreement" with MasterCard to become the tournament's
title sponsor.  The Colonial has been without a title sponsor
since Southwestern Bell didn't renew its contract after the '94
event (FORT WORTH STAR-TELEGRAM, 5/2)....At the recent
sponsorship forum organized by Clarion Performance Properties and
AD AGE, Patrick Kemp, Dir of Marketing Operations at GM, said
sports efforts by top corporations are better handled by the
marketing department "because sponsorship comes out of the same
marketing checkbook at the end of the day."  AD AGE's Jeff Jensen
notes the leagues also are "stocking up" on their own marketing
talent (AD AGE, 5/1 issue).
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Related Topics:

MasterCard, PGA Tour

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