Officials Look For Shell PGA Tour Replacement Arnold Palmer Invitational Deemed Success Arnold Palmer Event Praised For Opening Arnold Palmer Invitational Starts Without Best Mastercard Debuts Arnold Palmer-Themed Ad Valspar Improves Experience At PGA Tour Stop Honda Classic Wants Change To PGA Tour Schedule Golfer Willy Wilcox Signs With DraftKings PGA Tour Working To Enhance Viewing Experience Honda Classic Adds New Legends Club
SBD/2/Sponsorships Advertising Marketing
Published May 2, 1995
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).