Energizer's sponsorship of November's Senior PGA Tour
Championship in Myrtle Beach is profiled in this morning's Myrtle
Beach SUN-NEWS. The $1M per year sponsorship will help attract
Energizer's target demographic -- "families with children,"
according to company spokesperson Bob Young. Energizer is in the
first year of a deal to sponsor the tournament, and has options
for the next two years. The company has "little experience" in
sports sponsorship, other than Senior Tour golfer Tom Wargo,
writes David Wren. Energizer believes the Senior Tour will
provide a market with favorable demographics. Young: "We didn't
want a sponsorship that focused on any one gender or age group.
Golf seems to cross all those lines, and it reaches all the
people we're after." Part of Energizer's sponsorship package
includes thirty 30-second commercials on ESPN's coverage of the
tournament. As for the company's popular symbol -- the Energizer
Bunny -- he'll be in Myrtle Beach in the form of a 160 foot tall
hot air balloon anchored at the tournament site (Myrtle Beach
SUN-NEWS, 10/20).
