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GOLF REMAINS AT IMG'S CORE, DESPITE DIVERSIFICATION
Published March 19, 1996
Golf is "at the core" of IMG's identity, with sources saying golf activities account for about $200M of IMG's annual revenues, according to a GOLFWEEK report. IMG execs have "been reluctant" to put a dollar value on their golf business because it overlaps into other IMG activities, including TV and event promotion. In '90, golf accounted for 18% of IMG's $700M in revenue, but Alastair Johnson, IMG's head of Worldwide Golf, says the "absolute dollars" golf generates has increased, but the percentage has dropped due to diversification (Adam Barr, GOLFWEEK, 3/16 issue). OTHER STROKES: CNN's "Moneyline" looked at the "unparalleled success" of the Senior PGA Tour, which began in '80 with two events and $250,000 in prizes and now boasts 45 stops and over $37M in purses. TV coverage has tripled since '87, a fact advertisers "cannot ignore." BBDO's Stephen Grubbs remains optimistic the Tour will continue to prosper: "Golf is one of the hottest sports in the country and it has a unique target audience, so for the foreseeable future, I don't see that well running dry" (CNN, 3/18).... The management contract for The Skins Game has been awarded to Palm Desert, CA-based ViP Golf Services. OCC Sports Inc. and Transworld International, an arm of IMG, promote the event as a joint venture (GOLFWEEK, 3/16 issue).