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SBD/1/Sponsorships Advertising Marketing
PGA TOUR EVENT AT PLEASANT VALLEY LOOKING FOR SPONSORS
Published August 1, 1995
The PGA Tour's Ideon Classic at Pleasant Valley, MA, which ended Sunday, is looking for a title sponsor. Pleasant Valley owner Ted Mingolla "is going on the assumption that this year' title sponsor," Ideon Corp., will no longer be associated with the tournament. The event has been in search of a "long-term title sponsor since Bank of Boston ended its nine-year involvement" in '90. Mingolla is in discussion with other sponsors, but he has had difficulty signing a deal due "to the state of the Massachusetts economy." Mingolla felt the exposure of The Golf Channel, which televised the event, "made it attractive" (Joe Gordon, BOSTON HERALD, 7/30). But Jack Craig writes that the tournament needs a title sponsor and added TV exposure to become a "major" event. Next year's event is also committed to The Golf Channel, "which can be found virtually nowhere" in the Boston area, according to Craig. But a title sponsor willing to commit $2.5M would make Pleasant Valley "a major TV event." The networks require $2M from a title sponsor, for which it receives around thirty 30-second spots "over the two TV afternoons." Craig calls ESPN "a much more efficient purchase, demanding far less for 54 commercials over three days of coverage, one reason Anheuser-Busch shifted most of its golf ads to ESPN" (BOSTON GLOBE, 8/1).